11F the Roles of Power Display and Transgression Relevance on Responses to Brand Failures
This research investigates why and how one predominant cue in communication, the spokesperson’s expression of power, will affect consumer responses to brand failure. It also looks into how the relevance of the brand failure to an individual influences this effect, as well as its underlying mechanism.
Lam An and Ze Wang (2019) ,"11F the Roles of Power Display and Transgression Relevance on Responses to Brand Failures", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.
Lam An, University of Central Florida, USA
Ze Wang, University of Central Florida, USA
NA - Advances in Consumer Research Volume 47 | 2019
Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust
Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA
The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure
Kamila Sobol, Concordia University, Canada
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University