|
|
When a brand betrayed me : how brand betrayal increases consumer self-disclosure for future personalized offerings |
|---|---|
| Author: | Tan, Teck Ming1; Salo, Jari2; Aspara, Jaakko3 |
| Organizations: |
1University of Oulu, Finland 2University of Helsinki, Finland 3Hanken School of Economics, Finland |
| Format: | article |
| Version: | published version |
| Access: | open |
| Online Access: | PDF Full Text (PDF, 0.7 MB) |
| Persistent link: | http://urn.fi/urn:nbn:fi-fe2023050239812 |
| Language: | English |
| Published: |
Association for Consumer Research,
2019
|
| Publish Date: | 2023-05-02 |
| Description: |
AbstractThis 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. see all
|
| Series: |
Advances in consumer research |
| ISSN: | 0098-9258 |
| ISSN-L: | 0098-9258 |
| Volume: | 47 |
| Pages: | 866 - 867 |
| Type of Publication: |
A1 Journal article – refereed |
| Field of Science: |
512 Business and management |
| Subjects: | |
| Copyright information: |
© 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. |