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



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