When Consumer Brand Sabotage Harms Other Consumers Relationship With the Brand
Abstract
This article shows that consumer brand sabotage can damage the brand by decreasing consumers’ brand attitude and purchase intention through their perceived betrayal and social identity threat. The indirect effects were strongest for consumers with high brand trust and consumer-brand...
Paper Details
Title
When Consumer Brand Sabotage Harms Other Consumers Relationship With the Brand
Published Date
Oct 13, 2018
Journal
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Notes
History