واکنش مصرف کنندگان متصل "به اقدامات منفی برند: نقش و دامنه تخطی خودارتباطی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44991||2014||7 صفحه PDF||سفارش دهید||6507 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 67, Issue 9, September 2014, Pages 1824–1830
Brand misdeeds abound in the marketplace, but prior research indicates that having a strong connection with a brand buffers consumers from adverse effects of brand transgressions. However, the present research questions the scope of this buffering effect. The studies in this research demonstrate that strongly connected consumers are not so forgiving of a brand transgression if the brand's actions are personally relevant to them or if the negative actions are of an ethical nature rather than related to product performance. In particular, this research finds that the well-documented buffering effect emerges only when negative brand actions are not self-relevant for the individual consumer and the negative actions lie in the product, not ethical, domain. Therefore, contrary to the findings of prior research, connected consumers' brand attitudes are far from immune to brand misdeeds. Implications for managing brand crises conclude the article.