The role of betrayal in the response to value and performance brand crisis

Ilaria Baghi () and Veronica Gabrielli ()
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Ilaria Baghi: University of Modena and Reggio Emilia
Veronica Gabrielli: University of Modena and Reggio Emilia

Marketing Letters, 2021, vol. 32, issue 2, No 6, 203-217

Abstract: Abstract Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. Across two experimental studies, we extend current research by demonstrating how self-brand connectedness increases people’s negative behavioural reactions when the brand is involved in a values-related crisis while it protects the brand when it is involved in a performance-related misdeed. We test these mechanisms introducing the mediating role of brand betrayal, the moderation of the personal relevance of the crisis domain (Study 1) and the moderation of the cause of the self-brand connectedness (Study 2). Our findings contribute to the literature by demonstrating that, through the mediation of perceived brand betrayal, a strong connectedness between the consumer and the brand may aggravate behavioural reactions to relevant misdeed in values-related domain especially when the cause of the strong relationship is induced by a central trait of consumer’s identity.

Keywords: Brand crisis; Self-brand connectedness; Brand betrayal; negative word of mouth; Purchase intention (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-021-09559-7

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