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    • Immunizing customers against negative brand-related information
    Authors: Omar, Merlo; Andreas B., Eisingerich; Wayne D., Hoyer;  Advisor: -;  Co-Author: - (2023)

    In today’s connected market, brands are more likely than ever to face negative press that can put their customer relationships to the test. Building and fortifying positive aspects of the brand-customer relationship (such as brand commitment, brand love and self-brand connections) may ward off some of the impact of negative information on customers, but this does not always provide full protection. Even customers who love a brand can turn against it when negative information enters the picture. Considering this, the current study provides an exploratory investigation into a new way to build up customer resilience that would otherwise not be formed simply by strengthening positive attributes of the customer-brand relationship. It argues that brands can strengthen their customers’ imm...