Exploring Brand Transgressions and Consumers’ Emotional Responses in Online Environments
(A2024-119509)

AUTHORS

Anna-Marie Klütz, MSB Muenster School of Business; Carmen-Maria Albrecht, MSB Muenster School of Business

ABSTRACT

In today’s ever-evolving online environments, the likelihood of negative relational interactions between consumers and brands – also referred to as brand transgressions – is growing considerably, leading to a shift from ‘if’ to ‘when’ they will occur. Although brand transgressions can lead to strong consumer emotions and impact the progress of brand relationships, the literature lacks a holistic exploration of brand transgressions in online settings. Analysis of data from 21 depth interviews with digital natives reveals three types of online brand transgressions, suggesting a notable negative relation between momentary intensity and the threat to the consumer’s self. Moreover, new insights into the prevalent online touchpoints and associated negative emotions are offered. This research provides practical implications for negative brand relationship management in the digital age.