Original paper
Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure
Volume: 30, Issue: 3, Pages: 415 - 432
Published: Mar 30, 2020
Abstract
Purpose Extant literature holds contradictory views about the brand love’s moderation effect in the link between brand failure and consumer’s retaliation. This paper aims to first examine how failure severity correlates with negative emotions and how negative emotions lead to retaliation intention. Then, it probes into opposite moderation effects of brand love in these two stages. Further, it explores contingent factors, including perceived...
Paper Details
Title
Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure
Published Date
Mar 30, 2020
Volume
30
Issue
3
Pages
415 - 432
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History