Meanings, Mistakes and the Consumer Brand Relationship
Journal Title: IOSR journal of Business and Management - Year 2019, Vol 21, Issue 1
Abstract
The current study seeks to explore the link between different forms of brand meanings that characterize consumer brand relationships, and the role played by these meanings and their relative importance in situations where brands violate the expected norm of the said relationship. We undertake a study of the recent Facebook data breach and evaluate the impact it had on the various consumer-accepted brand meanings basis which we propose that the impact of a brand transgression will depend upon the originally held brand meaning and the extent to which this meaning has been altered by the brand transgression.
Authors and Affiliations
Deepesh . , Shehzala .
Keywords
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- EP ID EP441193
- DOI 10.9790/487X-2101021923.
- Views 71
- Downloads 0
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