R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

The impact of individual differences (regulatory focus and attachment style) on consumers’ reactions at the time of brand failure is studied. Our three studies showed that higher promotion leads to higher positive and lower negative behaviors. Furthermore, this effect is moderated by individuals’ attachment styles.



Citation:

Melika Kordrostami and Elika Kordrostami (2018) ,"R1. How Consumers Deal With Brand Failure-An Individual Differences Approach", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 915-915.

Authors

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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