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Title: Immunizing customers against negative brand-related information
Authors: Omar, Merlo
Andreas B., Eisingerich
Wayne D., Hoyer
Issue Date: 2023
Publisher: Springer
Abstract: 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’ immunity to negative brand-related information by using an immunity metric (i.e., merely asking customers to reflect on their immunity makes them more resilient to actual negative information in the future).
Description: CC BY
URI: https://link.springer.com/article/10.1007/s11747-023-00929-3
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8446
Appears in CollectionsOER - Kinh tế và Quản lý
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