When a brand betrayed me:how brand betrayal increases consumer self-disclosure for future personalized offerings
When a brand betrayed me:how brand betrayal increases consumer self-disclosure for future personalized offerings
Abstract
This study reveals a positive effect of brand betrayal on consumer responses. Consumers with strong self-brand connection experience high cognitive dissonance when a brand they care for betrays them, while self-disclosure helps them reduce this dissonance, and subsequently, they perceive the brand’s future personsalized offering to be more attractive.
Tallennettuna:
| Ulkoasu |
application/pdf |
|---|---|
| Kieli |
englanti |