CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Didem Gamze ISİKSAL; Elif KARAOSMANOGLU

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

Article Details

CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Authors:

Didem Gamze ISİKSAL | Elif KARAOSMANOGLU

Publisher:

PressAcademia

Main Topics:

Sociology and anthropology

Journal:

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

Document Type:

Article

Publication Date:

7/2018

Document Language:

English

Document ID (Org No.):

2000742283

Frequency:

Quarterly

eISSN:

2148-6670

DOI:

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

Abstract:

 


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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Article Details

CONSUMER-BRAND RELATIONSHIPS UNDER THE EFFECT OF CONSUMER DISHONEST BEHAVIOR

Authors: Didem Gamze ISİKSAL | Elif KARAOSMANOGLU

Publisher: PressAcademia

Main Topics: Sociology and anthropology

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

Document Type: Article

Publication Date: 7/2018

Document Language: English

Document ID (Org No.): 2000742283

Frequency: Quarterly

eISSN: 2148-6670

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

Issues

Authors:

Didem Gamze ISİKSAL | Elif KARAOSMANOGLU

Publisher:

PressAcademia

Main Topics:

Sociology and anthropology

Journal:

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

Document Type:

Article

Publication Date:

7/2018

Document Language:

English

Document ID (Org No.):

2000742283

Frequency:

Quarterly

eISSN:

2148-6670

DOI:

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