Item Infomation
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 Collections | OER - Kinh tế và Quản lý |
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