Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  4   Issue 1  2014  
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Article Abstract
A Preliminary Examination of Consumer Response to a Brand Norms Violation
Keywords:  Brand Norms Violation, Brand Relationship, Consumer Response
Ross B. Steinman
This research reports results from an experiment on the effect of type of brand norms violation on consumer choice, attitude, and behavior. Participants were randomly assigned to different brand norms violation conditions where detailed information was provided about a specific type of brand norms violation for a consumer good brand. Participants were then instructed to complete a series of consumer measures. Consistent with previous research there was evidence that brand norms violation had an immediate negative impact on consumer choice and attitude. In addition, it was found certain brand norms violations were perceived in more negative terms than others. This research adds to a growing literature on consumer response to service failures, brand norms violations, and brand transgressions. The implications of the research from an applied marketing perspective are discussed as well as potential areas of future research.
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