When Consumer Brand Sabotage Harms Other Consumers Relationship With the Brand
This article shows that consumer brand sabotage can damage the brand by decreasing consumers’ brand attitude and purchase intention through their perceived betrayal and social identity threat. The indirect effects were strongest for consumers with high brand trust and consumer-brand identification.
Citation:
Andrea Kähr, Bettina Nyffenegger, Harley Krohmer, and Wayne Hoyer (2018) ,"When Consumer Brand Sabotage Harms Other Consumers Relationship With the Brand", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 170-176.
Authors
Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation
Laura R Oswald, Marketing Semiotics
Featured
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
Featured
“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior
Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA