The Role of Perceived Movement in Digital Brand Recovery Efforts

Across one real choice and two lab studies, the current research shows that brand failure recovery strategies in digital media including low (versus high) perceived movement visual messaging cues lead to more favorable consumer outcomes. This effect is mediated by perceived stability of the firm.


Laura Boman, Lam An, Ganga Hewage, and Jonathan Hasford (2021) ,"The Role of Perceived Movement in Digital Brand Recovery Efforts", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 918-918.


Laura Boman, Mercer University
Lam An, University of Winnipeg
Ganga Hewage, Bryant University
Jonathan Hasford, University of Tennessee


NA - Advances in Consumer Research Volume 49 | 2021

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