Consumers’ Responses to Brand Transgressions: Role of Brand Type and Materialism

The current research identifies brand- and consumer-related conditions when self-brand connection consumers form with brands mitigates the negative impact of brand transgressions. We test and provide support for our predictions that materialism influences the extent to which material or experiential brands are forgiven (i.e., evaluated higher) following quality-related brand transgressions.


Sylvia Chang and Shailendra Pratap Jain (2020) ,"Consumers’ Responses to Brand Transgressions: Role of Brand Type and Materialism", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 974-980.


Sylvia Chang, University of Washington, USA
Shailendra Pratap Jain, University of Washington, USA


NA - Advances in Consumer Research Volume 48 | 2020

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