Allison R. Johnson

Enough is enough! When identification no longer prevents negative corporate associations

Negative publicity has the potential to create negative corporate associations. However, consumers’ identification with a company might moderate the extent of this effect. This article examines the impact of consumer-company identification on reactions to variable levels of negative publicity about a company. Exposing consumers who had strong identification with a company to moderately negative publicity was found to result in less negative corporate associations than for consumers who had relatively weak identification. In contrast, consumers’ levels of identification did not affect reactions to extremely negative information, resulting in equally negative corporate associations for those with strong versus weak consumer-company identification. Thus, strong identification mitigates the effects of moderately negative publicity but does not attenuate the effects of extremely negative publicity. Consumers’ perceptions of and thoughts regarding negative information about a company partially mediated the effect of identification on attitudes and behavioral intentions.

A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions

This article extends theory around consumer-brand relationship quality by exploring conditions under which such relationships may be transformed into exceptionally negative dispositions toward once-coveted brands. Survey and experimental results indicate that the more self-relevant a consumer-brand relationship, the more likely are anti-brand retaliatory behaviors after the relationship ends. These anti-brand behaviors are diverse: from complaining to third parties, to negative word of mouth, to illegal actions such as theft, threats, and vandalism. In contrast, post-exit consumer-brand relationships that were low in self-relevance but were high in trust, commitment, and satisfaction are less likely to result in anti-brand actions. The role of a discrete product or service failure is also explored, and results suggest that self-relevance may motivate retaliation even in the absence of a so-called critical incident. Ultimately, this research illuminates previously unexplored mechanisms--including self-conscious emotional reactions--that motivate consumer hostility and retaliation.

Identification and Attachment in Consumer-Brand Relationships

Abstract Purpose We examine two conceptualizations of consumer-brand relationships: identification, as identity-based relationships between a consumer and a brand, and the related construct of attachment as a bond based on security and personal history with the brand. Methodology Predictions emanating from the two constructs’ disparate theoretical traditions regarding the relative antecedents and outcomes of these brand relationship constructs are tested in a survey of real consumer-brand relationships, where the two are likely to co-occur. Findings Identification is more socially motivated, wherein the brand is used for “identity building” and impression management, such as through public endorsement. In contrast, attachment is more personally motivated; it is more likely to be founded on an intimate history with the brand and feelings of security inspired by the brand. Implications This is the first work in marketing to explicitly compare identification with attachment in contexts where they co-occur. In doing so, it underscores the validity and usefulness of these two related but distinct relationship constructs.

Does One Bad Apple Spoil the Whole Bunch? A Social Identity Explanation of Consumers’ Reactions to Employee Morality

This project examines the effect of an employee’s transgression on consumers’ judgments of company morality and reveals the influence of social identity. The moral implications of the employee’s action, for the company and for the customer, influenced reactions in the form of purchase intentions and judgments of the company’s morality. However, in contrast to the predictions of theories of moral judgment in the psychology literature, the company’s perceived responsibility for the employee’s moral or immoral action does not affect consumers’ moral judgments. Consistent with social identity theory, commitment to the company based on identification moderates the effect of information about an immoral employee action. In addition, a representative employee with a strong current association to the company affects weakly identified consumers’ moral judgments more than does a relatively low-level employee.

What Does Brand Authenticity Mean? Causes and Consequences of Consumer Scrutiny toward a Brand Narrative

Abstract Purpose Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even when explicitly reminded that it is manufactured by firms with an underlying profit motive. Because belief seems to be the default position adopted by consumers, we investigate what factors act as disruptors to this default position, thereby reducing assessments of authenticity. Methodology This research uses a series of studies to investigate when and why consumers view some brand stories as authentic and others less so. In addition, we examine the impact of changes to authenticity assessments on managerially important brand outcomes. Findings Only when one or more authenticity disruptors are present do consumers begin to question the authenticity of the brand narrative. Disruption occurs when the focal brand is perceived to be nakedly copying a competitor, or when there is a gross mismatch between the brand narrative and reality. In the presence of one or both of these disruptors, consumers judge brands to be less authentic, report lower identification, lower assessments of brand quality and social responsibility, and are less likely to join the brand’s community. Implications Creating compelling brand stories is an important aspect of any marketing manager’s job; after all, these narratives help drive sales. Care must be taken when crafting narratives however, since consumers use these as the basis of their authenticity assessments, and brands deemed inauthentic are penalized.