When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

• In Event: 5.5 The Positive and Negative Effects of Brand Transgressions on Brand Relationships

Short 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 identification.

Authors

• Andrea Kähr, University of Bern

• Bettina Nyffenegger, University of Bern

• Harley Krohmer, University of Bern

• Wayne Hoyer, University of Texas at Austin, USA