Articlegreen2019

The effect of activity identity fusion on negative consumer behavior

34 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Corporate Identity and Reputation

Abstract

Abstract Negative consumer behavior is an important research topic as it explores consumer behaviors that threaten a brand's image and financial stability. However, prior research offers conflicting findings on whether a strong consumer‐brand relationship hurts or protects a brand after a market disruption or a brand transgression. To provide clarity on this issue, this work argues that disrupting the consumer‐activity relationship motivates consumers to reaffirm and protect their identity, thereby leading to negative consumer behavior. The data reveal that, after a brand‐initiated market disruption, consumers with high activity identity fusion are more likely to spread negative word‐of‐mouth, boycott the brand, and avoid repurchasing the brand in the future. Moreover, the data suggest that high brand identity fusion protects the brand during market disruptions; therefore, prior conflicting results may be due to the fact that the consumer‐activity relationship was not accounted for. Theoretically, this work establishes that consumers' relationship with their consumption activities has significant impacts on consumer behavior. Brand managers and marketers are urged to develop strategies that focus on strengthening the consumer‐brand relationship and not the consumer‐activity relationship.

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References

1989Social Identity Theory and the Organization 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1992Alumni and their alma mater: A partial test of the reformulated model of organizational identification 1989Social Identity Theory and the Organization 1994Organizational Images and Member Identification 2001Brand Community 2005Consumer Culture Theory (CCT): Twenty Years of Research 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies

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