Religious Responses To “Selling Happiness”: Negative Consequences For Attitude Toward The Ad
Intuitively, appealing to people’s desire to be happy should be universally well received by consumers, or at least not harmful to consumer’s perceptions of a brand; almost everyone wants to be Read More »
Author: Jamel Khenfer, Steven Shepherd, Aaron C. Kay
Contributor: eb™ Research Team
Complaining Vs. Expressive Writing In Frustrating Product Experiences
The present study investigates the relative superiority of complaining vs. a new tool for airing frustrations with products, the expressive writing paradigm (Pennebacker 1997). Across two Read More »
Brand Lovers And Brand Haters: Product-Harm Crises As Antecedent Of Brand Dispersion
This study examines the influence of recalls on the degree of polarization among consumers into brand haters and brand lovers. Analyses multi-industry product recalls in 2008-2011 together with daily Read More »
What Ties Customers To Hedonic And Utilitarian Services?
This paper develops a new conceptual framework with a complete set of relational bonds and examines how these bonds together with subjective norms and perceived difficulty influence repurchase Read More »
Service Fairness, Trustworthiness, And Trust: An Empirical Examination
Theorists and empirical researchers in marketing and other fields suggest that fairness is important in developing buyerseller relationships. However, the construct of fairness is still opaque and Read More »
Author: Sanjit Kumar Roy, Dr. Walfried M. Lassar, Balwant Samra
Contributor: eb™ Research Team