Can customer relationships backfire? How relationship norms shape moral obligation in cancelation behavior

Shuqair, Saleh; Pinto, Diego Costa; Cruz-Jesus, Frederico; Mattila, Anna S.; Guerreiro, Patricia da Fonseca; So, Kevin Kam Fung

doi:10.1016/j.jbusres.2022.07.008

Cited by 10 publications

(17 citation statements)

References 75 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This research makes important contributions to the brand management literature (Brodie et al , 2013; Schau et al , 2009) by examining the impact of customer-brand relationships (Alvarez and Fournier, 2016; Escalas, 2004; Ferraro et al , 2013) and relationship norms (Aggarwal, 2004; Shuqair et al , 2022; Yang and Aggarwal, 2019) on consumers’ reactions to crowdsourcing (vs firm-generated) labeling cues. First, the findings demonstrate the positive effect of crowdsourcing on customer-brand relationships, providing a new perspective on the crowdsourcing effect.…”

Section: Discussionmentioning

confidence: 99%

“…Although prior studies have focused on the strength of the bonds that unite consumers and brands (e.g., Batra et al, 2012;Park et al, 2010), brand relationships can result in unfavorable outcomes (Alvarez and Fournier, 2016) such as negative wordof-mouth and vandalism (Johnson et al, 2011) or revenge and avoidance (Grégoire et al, 2009) due to a sense of betrayal when the brand fails to them. This work draws on the psychology of customer-brand relationships (Alvarez and Fournier, 2016;Escalas, 2004;Ferraro et al, 2013) and the relationship norms literature (Aggarwal, 2004;Shuqair et al, 2022;Yang and Aggarwal, 2019) to propose an accessibilitydiagnosticity perspective (Ahluwalia and Gürhan-Canli, 2000) on consumers' reactions to crowdsourcing (vs. firm-generated) labeling cues. The relationship norms framework indicates that customers form their perceptions of brands or providers depending on whether they consider them as basic 'exchange' relationships (characterized by quid pro quo transactions) or 'communal' relationships (based on partnership and deeper social bonds -Aggarwal, 2004;Scott et al, 2013;Wan et al, 2011;Yin et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

“…Although prior studies have focused on the strength of the The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1061-0421.htm bonds that unite consumers and brands (Batra et al, 2012;Park et al, 2010), brand relationships can result in unfavorable outcomes (Alvarez and Fournier, 2016) such as negative wordof-mouth and vandalism (Johnson et al, 2011) or revenge and avoidance (Gr egoire et al, 2009) due to a sense of betrayal when the brand fails to them. This work draws on the psychology of customer-brand relationships (Alvarez and Fournier, 2016;Escalas, 2004;Ferraro et al, 2013) and the relationship norms literature (Aggarwal, 2004;Shuqair et al, 2022;Yang and Aggarwal, 2019) to propose an accessibilitydiagnosticity perspective (Ahluwalia and Gürhan-Canli, 2000) on consumers' reactions to crowdsourcing (vs firm-generated) labeling cues.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Herter

Shuqair²,

Pinto³

et al. 2023

JPBM

Self Cite

View full text Add to dashboard Cite

Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Herter

Shuqair²,

Pinto³

et al. 2023

JPBM

Self Cite

View full text Add to dashboard Cite

show abstract

“…Research conducted by Razzak and Riyami (2023) suggests that people with significant levels of empathy act with kindness toward the environment and society as a whole because their attitude is influenced by their sense of moral obligation. Similarly, Shuqair et al (2022) found moral obligation results in more generous attitudes, such as being willing to help others. In this context, we expect that the high evel of moral obligation of ecopreneurs will have a direct impact on their levels of empathy toward nature and community.…”

Section: Hypotheses Development and Empirical Modelmentioning

confidence: 89%

Ecopreneurial Behavior in a Pandemic Context

Prado,

Moraes,

Pinto

et al. 2024

Rev. adm. empres.

View full text Add to dashboard Cite

In this study, we examined ecopreneurial behavior in the COVID-19 context by analyzing the influence of moral obligation and environmental engagement on the perception of empathy, ecopreneurial self-efficacy, and environmental value creation. Primary data was collected from 130 Atlantic Forest Connection Project participants. Data analysis was performed using PLS-SEM. Six of eight hypotheses were supported. Our study confirmed that empathy and self-efficacy perception are influenced by higher moral obligation levels. Results also indicate that more environmentally engaged ecopreneurs have higher levels of self-efficacy and environmental value creation. On the other hand, the premise that a feeling of morality could positively impact environmental value creation arising from the business was contradicted. Similarly, the hypothesis that environmental engagement positively influences ecopreneurial empathy has not been confirmed. Thus, we advanced on ecopreneurship by opening a new research direction for testing the explanatory power of variables that have not been tested so far. The research also offers practical insights for policymakers and educators involved with ecopreneurship. In the same way, we shed light on farmers and agriculture. Additionally, we present contributions directly related to the UN Sustainable Development Goals (SDG) Agenda.

show abstract

“…Study 2B extends study 2A in various ways, (1) it provides a conceptual replication in a “Covid-19” environment, (2) tests the underlying process of persuasion resistance, and (3) it enhances external validity by using a sample from a different culture. During the past 2 years, the travel markets have been disrupted by the COVID-19 pandemic (Farzanegan et al, 2021; Shuqair et al, 2022). Indeed, the pandemic hurt travel influencers (Femenia-Serra et al, 2022).…”

Section: Overview Of the Studiesmentioning

confidence: 99%

Reducing Resistance to Sponsorship Disclosure: The Role of Experiential Versus Material Posts

Shuqair

Viglia

Pinto

et al. 2023

Journal of Travel Research

Self Cite

View full text Add to dashboard Cite

Despite the growing relevance of influencer marketing, recent research suggests that consumers have negative reactions to social media ads. Our research investigates how different types of disclosure (paid partnership vs. in-text disclosure) and post content (experiential vs. material) mitigate consumers’ negative reactions to social media advertisements. Four preregistered studies, drawing on the social exchange theory, reveal how the post content shapes the sponsorship disclosure effects. In particular, we show that a paid partnership (vs. in-text) disclosure has a positive impact on consumers’ responses (engagement and purchase intent) and that persuasion resistance mediates the effects. Furthermore, Study 3 reveals that the type of content (experiential vs. material) moderates the effect, such that consumers’ negative reactions to sponsorship disclosure are mitigated with experiential (vs. material) content. Overall, our results provide actionable implications for tourism marketers on how to create advertisements in social media, minimizing negative reactions to sponsorship disclosure.

show abstract

Can customer relationships backfire? How relationship norms shape moral obligation in cancelation behavior

Cited by 10 publications

References 75 publications

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Ecopreneurial Behavior in a Pandemic Context

Reducing Resistance to Sponsorship Disclosure: The Role of Experiential Versus Material Posts

Contact Info

Product

Resources

About