BORIS Theses

BORIS Theses
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Consumer aggression in marketing

Kähr, Andrea (2017). Consumer aggression in marketing. (Thesis). Universität Bern, Bern

17kaehr_a.pdf - Thesis
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Digitalization has changed the ways consumers interact with brands and has led to increasingly empowered consumer markets, where some consumers engage in activities that deliberately try to harm a brand. Against this background, this dissertation introduces a conceptual framework of aggressive consumer behavior toward brands and examines the antecedents leading to such behavior, its outcomes, and how managers can respond to diminish its damage. Paper 1 (Kähr et al. 2016) introduces the phenomenon of consumer brand sabotage (CBS) as a form of hostile aggression and develops a conceptual framework of aggressive consumer behavior toward brands. It explains the psychological mechanisms leading to such aggressive behavior and distinguishes between instrumental and hostile aggression. Manuscript 2 examines the brand damage of CBS as a form of hostile aggression. It studies whether, when, and how a CBS activity affects other observing individuals. Finally, Manuscript 3 investigates how a company should respond to negative electronic word-of-mouth as a form of instrumental aggression depending on its credibility.

Item Type: Thesis
Dissertation Type: Cumulative
Date of Defense: 18 May 2017
Subjects: 300 Social sciences, sociology & anthropology > 330 Economics
600 Technology > 650 Management & public relations
Institute / Center: 03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing
Depositing User: Hammer Igor
Date Deposited: 11 Jun 2019 10:54
Last Modified: 01 Jun 2021 10:28

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