R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Human brands offer consumers cultural material that differs from traditional brands. When human brands encounter critical incidents, consumers face the tension of separating the celebrity from the person to understand their relationship with the brand. This paper offers insights of three ways consumers reform brand understandings following critical incidents.

Citation:

Kimberley Mosher Preiksaitis (2018) ,"R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 925-925.