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Brand Attachment and Consumer Emotional Response to Unethical Firm Behavior

✍ Scribed by Schmalz, Sebastian; Orth, Ulrich R.

Book ID
118764168
Publisher
John Wiley and Sons
Year
2012
Tongue
English
Weight
635 KB
Volume
29
Category
Article
ISSN
0742-6046

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## Abstract In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pron