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EMAC 2024 Annual


UNDERSTANDING THE OPPOSING ROLE OF CONSUMERS’ BRAND RELATIONSHIP IN THE CONTEXT OF NEGATIVE EVENTS: A META-ANALYTICAL APPROACH
(A2024-119831)

Published: May 28, 2024

AUTHORS

Andrea Giuffredi-Kähr, Assistant Professor – Department of Business Administration, Chair of Marketing in the Digital Economy University of Zurich; Bettina Nyffenegger, University of Bern; Mansur Khamitov, Indiana University; Wayne Hoyer, University of Texas at Austin; Harley Krohmer, University of Bern

ABSTRACT

When faced with negative events such as brand transgressions, companies are typically highly concerned with how their loyal customers are affected. Prior research has found that consumers with a strong consumer brand relationship (CBR) often react less negatively to such events (buffering effect). However, there is also evidence of stronger adverse reactions from these consumers (amplifying effect). To reconcile these opposing effects of a CBR, we conducted a comprehensive meta-analysis covering a variety of negative events and brand relationship constructs. Based on broad, empirical generalizations we demonstrate that the interplay of self-brand distance and the type of negative event (value- vs. performance-based) determines whether the buffering or amplifying effect occurs. For marketers, our results indicate that CBRs based on consumers’ self-concept can protect brands from negative responses in performance-based incidents but may backfire in events related to the brand’s values.