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When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage
In recent years, companies have been confronted with a new type of negative consumer behavior: consumers who have turned hostile and who are strongly determined to cause damage to the brand. Empowered by new technological possibilities, an individual consumer can now wreak havoc on a brand with relatively little effort. In reflection of this new phenomenon, the authors introduce the concept of consumer brand sabotage (CBS). On the basis of different underlying motives, a conceptual framework distinguishes CBS (a form of hostile aggression: harming the brand as dominant motive) from other forms of negative consumer behavior, such as customer retaliation and negative word of mouth (instrumental aggression: harming a brand is only a means to achieve other objectives, e.g., restoring equity). This framework adapts insights from aggression and appraisal theories as well as qualitative interviews with actual saboteurs to a consumer–brand relationship context in order to develop an improved theoretical understanding of the under-researched phenomenon of CBS. The authors analyze the mental escalation processes of individual consumers toward CBS and develop a road map for future research.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM8003 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2016 |
|---|---|
| Edisi | Vol. 80, No. 3, May., 2016 |
| Subjek | Consumer behavior Word of mouth Consumer brand sabotage (CBS) |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 17 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |