Travelling bumpy roads: how consumers experience brand transgressions in the online environment

Abstract

Purpose Due to the dynamic nature of the online environment, new sources of brand transgressions are emerging. This study aims to explore how consumers experience everyday brand transgressions in online environments by gathering qualitative insights into consumers’ immediate emotional and coping responses. Design/methodology/approach This study builds on brand transgression research and extends it by integrating literature on consumer–brand relationships and online environment characteristics. Twenty-one semi-structured interviews with digital natives were conducted. Findings Analysis of the interview data revealed that online touchpoints introduce new types of brand transgressions that can occur daily. This study expands existing classifications of brand transgressions by providing a more nuanced definition tailored to the online context. Exploratory insights into online brand transgression characteristics that elicit cognitive appraisals, negative emotions, and immediate coping responses in consumers are offered. Practical implications This research provides practical implications for brand transgression management in the digital age. Brand managers can enhance relational brand interactions online by developing tailored prevention and recovery measures along the customer journey. Originality/value This study is the first to provide qualitative insights into consumers’ emotional and immediate coping responses following everyday online brand transgressions.

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