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The effects of companies’ social irresponsibility on consumers’ negative emotions toward the brand and their behavior

ASEAN Marketing Journal

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Title The effects of companies’ social irresponsibility on consumers’ negative emotions toward the brand and their behavior
 
Creator Seyyed Mohammad Tabataba’i Nasab; Faculty of Economics, Management and Accounting Yazd University, Iran
Masoome Abikari; Marketing Management MS of Faculty of Economics, Management and Accounting, Yazd
 
Subject negative emotions; brand; consumer behavior; corporate social irresponsibility
 
Description  Consumers’ negative emotions may be the main cause of behaviors such as complaining, negative word of mouth, and brand switching. In this regard, factors other than brand can produce negative or positive emotions toward a brand. One such factor is corporate social irresponsibility (CSIR). This study seeks to extract negative emotions toward a particular brand (auto brand). The results show that consumers’ negative emotions toward the auto brand are mainly characterized by anxiety, discontent, and anger. Also, the study model indicates a significant positive correlation between consumers’ negative emotions and their behavioral approaches (e.g., complaining, negative word of mouth, brand switching). On the other hand, the model represents the mediating role of negative word of mouth in brand switching. Finally, this study investigates the moderating role of CSIR and shows that it can increase the possibility of brand switching in consumers up to 40%.  
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2017-02-23
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/4616
 
Source ASEAN Marketing Journal; Vol 8, No 2 (2016): December 2016; 111-124
 
Language en