Less speed more haste: The effect of crisis response speed and information strategy on the consumer−brand relationship

Iveson, Abbie; Hultman, Magnus; Davvetas, Vasileios; Oghazi, Pejvak

doi:10.1002/mar.21726

Cited by 5 publications

(6 citation statements)

References 87 publications

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“…Despite past research highlighting a number of positive outcomes when leveraging consumer-brand relationships (Iveson et al, 2022;Schau et al, 2009), this research reveals a much more complex phenomenon whereby commitment can be associated with both positive and negative outcomes. We find that perceived brand versus group identification and trust differentially influence brand and group commitment, which have divergent influences on important 2 Moreover, the inclusion of trust as antecedents is likely a main reason why the positive relationship between psychological sense of brand community and brand commitment is now significant in Study 2.…”

Section: Discussionmentioning

confidence: 75%

“…Feelings of closeness and similarity weave a brand's identity into the fabric of the self‐identity, making it extremely uncomfortable for a consumer to alter their association with the brand. Prior research finds that stronger consumer‐brand relationships are more resistant to switching behaviors over time (Iveson et al, 2022). In short, the closer and more committed a consumer feels to the brand, the less likely they are to switch to another brand.…”

Section: Conceptual Developmentmentioning

confidence: 99%

“…Consumer‐brand relationships can be quite intense and are thought to make individuals more committed, dependable, and “evangelical” consumers (Becerra & Badrinarayanan, 2013). In fact, past research has predominately highlighted the plethora of positive outcomes that committed consumers can generate for brands (see Carlson et al, 2008; Iveson et al, 2022; Schau et al, 2009). Further, these consumers are argued to be nearly immune to potential negative outcomes like brand switching since they are more forgiving of product failures or lapses in service quality (McAlexander et al, 2002; Sung & Choi, 2010).…”

Section: Conceptual Developmentmentioning

confidence: 99%

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Deciphering consumer commitment: Exploring the dual influence of self‐brand and self‐group relationships

Bauer,

Carlson,

Arnold

2023

Psychology and Marketing

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Consumer‐brand relationships are highly valued as brand‐committed consumers are thought to deliver many positive outcomes for affiliated brands. However, in addition to connections between individuals and brands, consumer‐brand relationships also involve relationships between individuals and other brand users. Little attention has been given to the potential consequences associated with commitment to other brand users as compared to the brand itself. Therefore, our framework establishes two distinct types of consumer‐brand relationships (i.e., self‐brand relationships vs. self‐group relationships) that differentially influence brand commitment versus group commitment, leading to contrasting effects on both desirable and undesirable brand outcomes. Specifically, our studies illuminate that while brand commitment is largely associated with favorable brand‐related outcomes, group commitment does not protect against brand switching and is negatively related to willingness to pay price premiums and positive word‐of‐mouth. Our main contribution is uncovering how consumer‐brand relationships face tradeoffs between brand and group attachments, whereby commitment provides both conditional benefits as well as unintended consequences.

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Section: Discussionmentioning

confidence: 75%

Section: Conceptual Developmentmentioning

confidence: 99%

Section: Conceptual Developmentmentioning

confidence: 99%

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Deciphering consumer commitment: Exploring the dual influence of self‐brand and self‐group relationships

Bauer,

Carlson,

Arnold

2023

Psychology and Marketing

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“…Also receiving significant attention has been the topic of service recovery—or how firms respond to service failures (Colgate & Norris, 2001). A primary focus of this stream of research has been exploring the factors that can mitigate or exacerbate the negative effects of service failures (e.g., Lindsey‐Hall et al, 2023; Lteif & Valenzuela, 2022) and consumers' responses to specific service recovery practices, including compensation, apologies, and speed of recovery (e.g., Iveson et al, 2023; Wirtz & Mattila, 2004). This work has been largely in pursuit of optimal strategies for marketing managers to respond to service failures (e.g., Colgate & Norris, 2001; Sands et al, 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

There's not much to tell: The impact of emotional resilience on negative word‐of‐mouth following service failure

Lteif

Rubin

Ball

et al. 2023

Psychology and Marketing

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Consumers routinely experience service failures in their daily lives. Research regarding such service failures has primarily focused on characteristics of and actions taken by the service provider and has thus far overlooked the role that consumers' own cognitions might play in determining their behavioral responses to service failures. In particular, emotional resilience-or the ability to rebound from negative experiences (including even the most banal service failures)-has been neglected in prior research. Addressing this gap in the literature, we examine the mechanisms that highly resilient consumers use to manage the negative experience of service failures and gauge whether those mechanisms can effectively reduce negative word-of-mouth. Across three studies, we evince that high trait resilient individuals are less likely to engage in negative word-of-mouth following service failures because they spontaneously utilize cognitive reappraisal-a strategy for emotion regulation. Importantly, this research suggests that the emotion regulation strategies spontaneously adopted by high trait resilient individuals can be successfully utilized by all consumers after an external prompt. Managing consumers' emotional responses in the face of service failures is shown to have positive benefits for the firm by reducing negative word-of-mouth. Notably, such interventions may benefit firms even when the opportunity for a service recovery is not presented.

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“…In recent years, the complexity of the consumer-brand relationship has advanced significantly (Khatoon and Rehman, 2021; Iveson et al. , 2023).…”

Section: Introductionmentioning

confidence: 99%

Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?

Shimul

Faroque

Cheah

2023

IJBM

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PurposeThis research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive brands is examined in a post-misconduct scenario.Design/methodology/approachData were collected through a self-administered online survey questionnaire. A total of 304 valid and usable responses from Australian participants were analysed using IBM SPSS 27.0.FindingsThe findings reveal that brand attachment mediates the positive relationship between trust and advocacy intention. Furthermore, brand attachment (1) dilutes consumers' switching intention and (2) strengthens their willingness to forgive the bank after misconduct.Practical implicationsResults suggest that retail banks should create strong brand attachments with their consumers. In addition to brand trust, brand attachment will generate greater advocacy intention among consumers. Moreover, practitioners in retail banking can leverage brand attachment to mitigate the negative impact of brand misconduct.Originality/valueTo the best of the authors' knowledge, this study is the first to examine the impact of brand attachment on the consumer–bank relationship within the context of brand misconduct. The study is also unique in its analysis of the mediating role of brand attachment between brand trust and advocacy. This research further adds to the current literature by suggesting that strong and positive customer connections to the brand facilitate communication and marketing efforts after brand misconduct and that these are effective in maintaining consumer-bank relationship.

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Less speed more haste: The effect of crisis response speed and information strategy on the consumer−brand relationship

Cited by 5 publications

References 87 publications

Deciphering consumer commitment: Exploring the dual influence of self‐brand and self‐group relationships

Deciphering consumer commitment: Exploring the dual influence of self‐brand and self‐group relationships

There's not much to tell: The impact of emotional resilience on negative word‐of‐mouth following service failure

Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?

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