12I Consumer Reactions to Brand Deletion: the Role of Psychological Reactance in Social Media Activism

When a popular brand is discontinued from the market, companies may experience psychological reactance from consumers who then participate in social media activism to bring the brand back. The goal of this research is to explicate this interesting phenomenon through qualitative analysis of one such successful social media activism campaign.



Citation:

Fadi Almazyad, Purvi Shah, and Eleanor Loiacono (2019) ,"12I Consumer Reactions to Brand Deletion: the Role of Psychological Reactance in Social Media Activism", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 956-956.

Authors

Fadi Almazyad, Worcester Polytechnic Institute, USA
Purvi Shah, Worcester Polytechnic Institute, USA
Eleanor Loiacono, Worcester Polytechnic Institute, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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