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Immunizing customers against negative brand-related information

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Bibliographic Details
Main Authors: Omar, Merlo, Andreas B., Eisingerich, Wayne D., Hoyer
Format: Book
Language:English
Published: Springer 2023
Subjects:
Immunizing
brand-related information
Online Access:https://link.springer.com/article/10.1007/s11747-023-00929-3
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8446
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spelling oai:localhost:PNK-84462023-05-12T02:10:39Z Immunizing customers against negative brand-related information Omar, Merlo Andreas B., Eisingerich Wayne D., Hoyer Immunizing brand-related information CC BY In today’s connected market, brands are more likely than ever to face negative press that can put their customer relationships to the test. Building and fortifying positive aspects of the brand-customer relationship (such as brand commitment, brand love and self-brand connections) may ward off some of the impact of negative information on customers, but this does not always provide full protection. Even customers who love a brand can turn against it when negative information enters the picture. Considering this, the current study provides an exploratory investigation into a new way to build up customer resilience that would otherwise not be formed simply by strengthening positive attributes of the customer-brand relationship. It argues that brands can strengthen their customers’ immunity to negative brand-related information by using an immunity metric (i.e., merely asking customers to reflect on their immunity makes them more resilient to actual negative information in the future). 2023-05-12T02:10:39Z 2023-05-12T02:10:39Z 2023 Book https://link.springer.com/article/10.1007/s11747-023-00929-3 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8446 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic Immunizing
brand-related information
spellingShingle Immunizing
brand-related information
Omar, Merlo
Andreas B., Eisingerich
Wayne D., Hoyer
Immunizing customers against negative brand-related information
description CC BY
format Book
author Omar, Merlo
Andreas B., Eisingerich
Wayne D., Hoyer
author_facet Omar, Merlo
Andreas B., Eisingerich
Wayne D., Hoyer
author_sort Omar, Merlo
title Immunizing customers against negative brand-related information
title_short Immunizing customers against negative brand-related information
title_full Immunizing customers against negative brand-related information
title_fullStr Immunizing customers against negative brand-related information
title_full_unstemmed Immunizing customers against negative brand-related information
title_sort immunizing customers against negative brand-related information
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s11747-023-00929-3
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8446
_version_ 1765717598491639808
score 8.891145

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