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



Share Proceeding

Featured papers

See More

Featured

N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

Read More

Featured

The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

Read More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.