CONSUMERS' REACTIONS TO BRAND FAILURES, ROLE OF ATTACHMENT STYLES

摘要

We propose that attachment styles impact brand relationships and individuals' reactions the brand failures. When a brand doesn't meet the expectation of individual, individuals who have different internal working models act in different ways: A) Secure people will not change their attitude toward the brand and will stay in the brand relationship. B) Preoccupied people will change their attitude toward the brand negatively but they will stay in the relationship. C) Dismissing people will not change their attitude toward the brand and they will quit the relationship. D) Fearful people will change their attitude toward the brand negatively and will quit the relationship.