2-D: a Brand Community’S Response to the Brand’S Transgression: the Role of Collective Psychological Ownership

Christina Kuchmaner, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
We show that brand community members who perceive collective psychological ownership of the brand, particularly those with high status within the community, are less likely to engage in destructive actions in response to a brand transgression. Rather, these consumers view themselves as partially responsible for helping the brand recover.
[ to cite ]:
Christina Kuchmaner, Jennifer Wiggins, and Pamela Grimm (2017) ,"2-D: a Brand Community’S Response to the Brand’S Transgression: the Role of Collective Psychological Ownership", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1042-1042.