When a brand betrayed me : how brand betrayal increases consumer self-disclosure for future personalized offerings
Tan, Teck Ming; Salo, Jari; Aspara, Jaakko (2019-12-31)
Association for Consumer Research
31.12.2019
Teck Ming Tan, Jari Salo, and Jaakko Aspara (2019) ,"When a Brand Betrayed Me: How Brand Betrayal Increases Consumer Self-Disclosure For Future Personalized Offerings", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 866-867
https://rightsstatements.org/vocab/InC/1.0/
© 2019 The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Published in this repository with the kind permission of the publisher.
https://rightsstatements.org/vocab/InC/1.0/
© 2019 The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Published in this repository with the kind permission of the publisher.
https://rightsstatements.org/vocab/InC/1.0/
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2023050239812
https://urn.fi/URN:NBN:fi-fe2023050239812
Tiivistelmä
Abstract
This study reveals a positive effect of brand betrayal on consumer responses. Consumers with strong self-brand connection experience high cognitive dissonance when a brand they care for betrays them, while self-disclosure helps them reduce this dissonance, and subsequently, they perceive the brand’s future personsalized offering to be more attractive.
Kokoelmat
- Avoin saatavuus [38865]