Connected consumers responses to negative brand actions The roles of transgression self-relevance and domain 关联消费者对负面品牌行为的反应：违反自我关联和领域的作用.pdfVIP

Journal of Business Research 67 (2014) 1824 –1830 Contents lists available at ScienceDirect Journal of Business Research Connected consumers responses to negative brand actions: The roles of ☆ transgression self-relevance and domain Rebecca K. Trump ⁎ Loyola University Maryland, The Sellinger School of Business and Management, Department of Marketing, 4501 North Charles Street, Sellinger Hall 405, Baltimore, MD 21210, USA a r t i c l e i n f o a b s t r a c t Article history: Brand misdeeds abound in the marketplace, but prior research indicates that having a strong connection with a Received 2 December 2012 brand buffers consumers from adverse effects of brand transgressions. However, the present research questions Received in revised form 10 December 2013 the scope of this buffering effect. The studies in this research demonstrate that strongly connected consumers are Accepted 14 December 2013 not so forgiving of a brand transgression if the brands actions are personally relevant to them or if the negative Available online 2 January 2014 actions are of an ethical nature rather than related to product performance. In particular, this research finds that the well-documented buffering effect emerges only when negative brand actions are not self-relevant for the Keywords: Branding individual consumer and the negative actions lie in the product, not et