Activities per year
Brands are essential components of consumers’ identity. Consumers regard beloved brands as extensions of their self-concepts. In case of service failures, 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. More importantly, CBI moderates spillover-effects of customer dissatisfaction on subsequent negative emotions.
|Title of host publication||Proceedings of the 2021 EMAC Regional Conference|
|Place of Publication||Warsaw|
|Publisher||European Marketing Academy|
|Publication status||Published - 2021|
|Event||2021 EMAC Regional Conference - Kozminski University, Warsaw, Poland|
Duration: 22 Sep 2021 → 24 Sep 2021
|Conference||2021 EMAC Regional Conference|
|Period||22.09.2021 → 24.09.2021|
- Consumer-brand identification
FingerprintDive into the research topics of 'I thought we were one? When consumer-brand identification cultivates shame'. Together they form a unique fingerprint.
- 1 Oral presentation
22 Sep 2021 → 24 Sep 2021
Activity: Talk or presentation › Oral presentation