“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility For Helping Brands Recover From Transgressions
Four field studies across multiple product categories find that within brand communities, higher status and community cohesiveness increase psychological ownership of the brand. When the brand commits a transgression, this contributes to a sense of responsibility to help the brand recover and increases consumer likelihood to engage in constructive actions.
Jennifer Wiggins, Pamela Grimm, and Christina Kuchmaner (2018) ,"“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility For Helping Brands Recover From Transgressions", 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.
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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