Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Across four studies, we find that warm brands garner more support than competent brands after a moral transgression. This is because consumers decouple more for warm brands. Additionally, warm brands are rewarded while competent brands are punished for offering donations (vs. discounts) as a remedial action.



Citation:

Summer Hyoyeon Kim, Jessica Li, Jenny Olson, and Shailendra Pratap Jain (2019) ,"Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 152-157.

Authors

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
Shailendra Pratap Jain, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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