2D Consumers’ Responses to Brand Failure: the Role of Material Vs. Experiential Brands

Current research contributes to the brand literature by examining a novel antecedent influencing brand evaluation after brand failure: whether the brand is perceived to be material or experiential. Results from two experiments indicate that consumers punish material (vs. experiential) brands less and investigate when and why this effect occurs.


Sylvia Chang and Shailendra Pratap Jain (2019) ,"2D Consumers’ Responses to Brand Failure: the Role of Material Vs. Experiential Brands", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 962-962.


Sylvia Chang, University of Washington, USA
Shailendra Pratap Jain, University of Washington, USA


NA - Advances in Consumer Research Volume 47 | 2019

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