A Conceptual Framework of Violation of Trust and Negative Emotional Responses During Brand Transgressions
A conceptual model describing the development and decline of trust in consumer brand relationship is developed drawing from exchange and penetrations principles of social psychology theories. Further, the emergence of negative emotional responses from the consumers at times of breach of this trust, leading to various possible outcomes is described.
Citation:
Karthik Selvanayagam and Varisha Rehman (2018) ,"A Conceptual Framework of Violation of Trust and Negative Emotional Responses During Brand Transgressions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 785-786.
Authors
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Market Structure and Firm Engagement in Divisive Political Issues
Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA
Featured
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Featured
The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA