Matzinger, Jonathan Tim; Ammann, Clemens Luis; Näpfli, Salome Nina; Krohmer, Harley (February 2024). The Double-Edged Sword of Brand Purpose in Times of Criticism: Fostering a Protective Halo and Precipitating Expectations (Unpublished). In: AMA.
Full text not available from this repository. (Request a copy)In an increasingly competitive marketplace, brand purpose has emerged as a pivotal differentiator that not only shapes internal alignment but also profoundly influences consumer intentions. This study investigates the impact of brand purpose on consumers’ intention to forgive a brand facing criticism providing a shift in research from an internal perspective to an external view. Brands with a strong (vs. weak) purpose may benefit from a positive Halo effect, where a positive trait influences consumer perceptions of other traits, resulting in more favorable consumer responses. The results of an online experiment indicate that strong-purpose brands receive greater intention to forgive post-criticism. Introducing different mediators, the results suggest a two-sided effect. While the positive Halo of a strong purpose might reduce blame attribution after criticism, the strong purpose raises high expectations among consumers. Missing these expectations increases the feelings of betrayal and blame attribution, making the way to forgiveness more arduous. Besides investigating the positive effects of a strong brand purpose, these findings shed light on the potential drawbacks and emphasize the importance of managing expectations.
Item Type: |
Conference or Workshop Item (Paper) |
|---|---|
Division/Institute: |
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management 03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing |
UniBE Contributor: |
Matzinger, Jonathan Tim, Ammann, Clemens Luis, Näpfli, Salome Nina, Krohmer, Harley |
Subjects: |
300 Social sciences, sociology & anthropology > 330 Economics |
Language: |
English |
Submitter: |
Jonathan Tim Matzinger |
Date Deposited: |
26 Mar 2024 15:07 |
Last Modified: |
26 Mar 2024 15:07 |
URI: |
https://boris.unibe.ch/id/eprint/194523 |
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