IJMB Journal – Abstracts
International Journal of Management and Business
IJMB Volume IX, Issue 1
The Relationship of Self-Brand Connection and Self-Conscious Emotion in a Brand Failure Context
HO Kin-yan
City University of Macau, Taipe, Macau, China
kin.y.ho@durham.ac.uk, ireneho@cityu.mo
ABSTRACT
The purpose of this study is to examine how customer-brand relationship affects existing customers’ levels of brand embarrassment and subsequent behaviours when a negative brand incident occurs. Two studies were conducted and data was collected from adults in mainland china. The results suggested that when customers who have strong relationship with a brand and a strong and positive (past) self?brand connection, they will feel less embarrassed if a negative brand incident occurs. Commitment is a driving factor behind the strength of the customer?brand relationship. Customer?brand relationship moderates the severity of brand embarrassment. The role of ‘past’ self-brand connection explains why a customer maintains the relationship with a brand and influences their emotions. The findings also showed that existing customers who have a strong relationship with a brand spread positive comments by word of mouth to boost their self-esteem. The results of this study extend cognitive appraisal framework of a negative emotion by examining the relationship between self and brand, and it provides new directions for brand managers with respect to how they manage customers’ negative emotion if a negative brand incident occurs.
Keywords: Self-Brand Connection, Brand Embarrassment, Negative Publicity.
Click for full manuscript (PDF) or back to Volume 9-1, Table of Content.