How Consumer Brand Sabotage Affects Observing Consumers: Buffering Versus Amplifying Effects of Consumers’ Prior Self-Brand Connections

We find observing consumer brand sabotage (CBS) activity decreases brand attitudes and purchase intentions—even more so for value- versus performance-based CBS. The impact of CBS further depends on the strength of consumers’ prior self-brand connections wherein a buffering effect emerges for performance-based while an amplifying effect for value-based CBS.



Citation:

Andrea Kähr, Bettina Nyffenegger, Mansur Khamitov, Harley Krohmer, and Wayne Hoyer (2019) ,"How Consumer Brand Sabotage Affects Observing Consumers: Buffering Versus Amplifying Effects of Consumers’ Prior Self-Brand Connections", 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

Andrea Kähr, University of Bern, Switzerland
Bettina Nyffenegger, University of Bern, Switzerland
Mansur Khamitov, Nanyang Technological University, Singapore
Harley Krohmer, University of Bern, Switzerland
Wayne Hoyer, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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