I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions f...
I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures
About this item
Full title
Author / Creator
Publisher
Santa Barbara: Emerald Publishing Limited
Journal title
Language
English
Formats
Publication information
Publisher
Santa Barbara: Emerald Publishing Limited
Subjects
More information
Scope and Contents
Contents
Purpose
The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences invo...
Alternative Titles
Full title
I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1108_JPBM_02_2022_3853
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1108_JPBM_02_2022_3853
Other Identifiers
ISSN
1061-0421
E-ISSN
1061-0421,2054-1643
DOI
10.1108/JPBM-02-2022-3853
