Aktivitäten pro Jahr
Abstract
Brands are essential components of consumers’ identity. Consumers regard beloved brands as extensions of their self-concepts. In case of a brand failure, however, this oneness is challenged: Dissatisfied consumers may feel betrayed, which ultimately triggers anger and revenge. This effect is strongly associated to brand anger. The purpose of our research is to add an inward-oriented emotional perspective by introducing brand shame to further explain the interrelationship between dissatisfaction, brand anger, and consumer-brand identification (CBI). In line with our conceptual model, the empirical results show that brand shame mediates the relationship between dissatisfaction and brand anger. Notably, brand shame has a positive impact on brand anger. Most importantly, CBI moderates spillover-effects of customer dissatisfaction on subsequent negative emotions.
Originalsprache | Englisch (Amerika) |
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Titel | Proceedings of the 2022 EMAC Annual Conference |
Erscheinungsort | Budapest |
Herausgeber (Verlag) | European Marketing Academy |
Publikationsstatus | Veröffentlicht - 2022 |
Veranstaltung | EMAC 2022 - Corvinus University of Budapest, Budapest, Ungarn Dauer: 24 Mai 2022 → 27 Mai 2022 |
Konferenz
Konferenz | EMAC 2022 |
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Land/Gebiet | Ungarn |
Ort | Budapest |
Zeitraum | 24.05.2022 → 27.05.2022 |
Schlagwörter
- Branding
- Consumer-brand identification
- Relationship marketing
- Anger
- Shame
- Dissatisfaction
- Customer experience
- Failure
Aktivitäten
- 1 Vortrag
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Shame is a brand eating emotion: Negative effects of consumer-brand identification in the aftermaths of brand failures
Weitzl, W. J. (Redner*in) & Hutzinger, C. (Redner*in)
24 Mai 2022 → 27 Mai 2022Aktivität: Gespräch oder Vortrag › Vortrag