IDEAS home Printed from https://ideas.repec.org/a/ucp/jacres/doi10.1086-697081.html
   My bibliography  Save this article

Developing Brand Relationships after a Brand Transgression: The Role of Implicit Theories of Relationships

Author

Listed:
  • Ji Kyung Park
  • Deborah Roedder John

Abstract

Prior research finds that strong consumer-brand relationships buffer the potentially negative consequences of brand transgressions, but weak consumer-brand relationships fail to do so. We reconsider these findings regarding weak consumer-brand relationships. Results from three studies show that consumers with weak brand relationships can actually become more engaged and more emotionally attached to a brand after a brand transgression, depending on their implicit beliefs about relationships. If they believe that successful relationships grow through the partners’ mutual efforts to resolve problems and overcome obstacles, they can develop stronger relationships with a brand after a brand transgression.

Suggested Citation

  • Ji Kyung Park & Deborah Roedder John, 2018. "Developing Brand Relationships after a Brand Transgression: The Role of Implicit Theories of Relationships," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 175-187.
    • Handle: RePEc:ucp:jacres:doi:10.1086/697081
    DOI: 10.1086/697081
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/697081
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: http://dx.doi.org/10.1086/697081
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: https://libkey.io/10.1086/697081?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tom Joonhwan Kim & Youjae Yi & Jongan Choi, 2020. "The boomerang effect of brand personality congruency in a product-harm crisis," Australian Journal of Management, Australian School of Business, vol. 45(4), pages 645-661, November.
    2. Mansur Khamitov & Marina Puzakova, 2022. "Possessive brand names in brand preferences and choice: the role of inferred control," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1032-1051, September.
    3. Septianto, Felix & Kwon, Junbum, 2022. "Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1108-1126.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jacres:doi:10.1086/697081. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.journals.uchicago.edu/JACR .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.