CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Didem Gamze ISİKSAL; Elif KARAOSMANOGLU

doi:https://doi.org/10.17261/Pressacademia.2018.843

Makale detayları

CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Yazarlar:

Didem Gamze ISİKSAL | Elif KARAOSMANOGLU

Yayıncı:

PressAcademia

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Journal of Management Marketing and Logistics 2018 Vol.5 Issue 2, pp.113-123

Belge Tipi:

Makale

Yayın Tarihi:

7/2018

Belge Dili:

İngilizce

Document ID (Org No.):

2000742283

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2018.843

Özet:

 


Purpose- This study aims to investigate the relationship between consumers’ feeling of befooled and their relationship with the brand. It argues that when consumers react back to the wrongdoing brand by behaving dishonestly, they feel guilty so that they need to compensate for the post feelings of guilt by establishing stronger relationships with the brand.

Methodology- This paper adopts a 2 (befooled) X 2 (ambiguity) factorial experimental design and moderated mediation (Hayes’ (2013) PROCESS macro) to test causal relationships. It conveniently gathers 257 responses via Amazon Mechanical Turk (MTurk).

Findings- This study reveals that when a brand does wrong to its customers, they engage in punitive behaviors. However, post feelings of guilty turn their brand attachment into positive and repair their commitment. Moreover, situational ambiguity nurtures consumers’ dishonesty and hence increases feelings of guilt, which work in favor of consumer-brand relationship reparation.

Conclusion- Overall, this paper reveals that negative instances may lead to repairing consequences for the consumer-brand relationships

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Makale detayları

CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Yazarlar: Didem Gamze ISİKSAL | Elif KARAOSMANOGLU

Yayıncı: PressAcademia

Ana Başlıklar: Sosyoloji & antropoloji

Dergi: Journal of Management Marketing and Logistics 2018 Vol.5 Issue 2, pp.113-123

Belge Tipi: Makale

Yayın Tarihi: 7/2018

Belge Dili: İngilizce

Document ID (Org No.): 2000742283

Sıklık: Üç Aylık

eISSN: 2148-6670

DOI: https://doi.org/10.17261/Pressacademia.2018.843

Sayı

Yazarlar:

Didem Gamze ISİKSAL | Elif KARAOSMANOGLU

Yayıncı:

PressAcademia

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Journal of Management Marketing and Logistics 2018 Vol.5 Issue 2, pp.113-123

Belge Tipi:

Makale

Yayın Tarihi:

7/2018

Belge Dili:

İngilizce

Document ID (Org No.):

2000742283

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2018.843