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.



Citation:

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.

Authors

Lam An, University of Central Florida, USA
Ze Wang, University of Central Florida, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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