EconPapers    
Economics at your fingertips  
 

The Role of Network Embeddedness and Psychological Ownership in Consumer Responses to Brand Transgressions

Christina A. Kuchmaner, Jennifer Wiggins and Pamela E. Grimm

Journal of Interactive Marketing, 2019, vol. 47, issue C, 129-143

Abstract: Research has recognized that in addition to consumer–brand relationships, consumers are engaged in social networks of consumer-to-consumer interactions, which increasingly take place online through virtual brand communities. However, little attention has been paid to how consumer-to-consumer influence within virtual brand communities plays a role when brands behave badly. This research examines the role of network embeddedness, specifically network centrality and network density, and psychological ownership in consumer responses to a brand transgression. Across three studies of virtual brand communities and one of offline brand communities, we document an inherent conflict for those who occupy a central position within a brand community. Central consumers are more likely to punish the brand for the transgression, but centrality also leads to greater psychological ownership of the brand community and the brand, which makes consumers less likely to punish the brand. Psychological ownership also leads to a higher likelihood of helping the brand recover from the transgression, creating an additional conflict for central consumers. Network density resolves these conflicts by strengthening the negative relationship between psychological ownership and likelihood to punish the brand, but only in online brand communities where punishing and helping behaviors are more visible and more likely to act as reputational signals for the central consumer. This suggests that firms should encourage the formation of dense virtual brand communities and cultivate psychological ownership among central community members in order to protect themselves from negative consequences in the wake of a transgression.

Keywords: Virtual networks; Network centrality; Network density; Brand community; Online brand community; Psychological ownership; Brand transgressions; Brand punishing behaviors; Brand helping behaviors (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996819300763
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:47:y:2019:i:c:p:129-143

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2020-01-08
Handle: RePEc:eee:joinma:v:47:y:2019:i:c:p:129-143