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

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Abstract

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
URI:	https://boristheses.unibe.ch/id/eprint/1264

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