The Marketing and Consumer Behaviour group is proud to present the following research seminar on Monday 10 February, 12.00-13.00 hrs: “Brand Betrayal and consumer brand relationship implications” by Paurav Shukla from the University of Southampton.
The essence of a brand is that it delivers on its promises. Throughout history and in particularly recently, a number of brands betrayal cases including Volkswagen, Nestle and Facebook have come to light wherein brands with a strong self-brand connection have fractured a relationship with their customers by engaging in a moral violation. Brand betrayal occurs when a brand with which consumers have developed a self-brand connection breaks a moral obligation. Research on negative brand relationships suggests that moral violations can upset consumers and lead them to avoid future brand relationships. Employing several experiments, we show that the effect of brand betrayal vary depending on consumer’s own moral agency and is channelled via the feeling of personal relationship loss to behaviour intentions. Distinguishing between performance betrayal and non-performance betrayal we demonstrate how different types of betrayals have a substantially varied effect on consumer’s decision to continue relationship with the brand.
Paurav Shukla is the Professor of Marketing at the University of Southampton. He teaches and trains regularly in countries across Europe, Asia and the Middle East. His main research interests include comparative consumption experiences and cross-cultural consumer behaviour with a special focus on luxury branding and marketing. His research highlights the hidden meanings and associations embedded within consumption practices across cultures and offers novel insights for researchers and practitioners. He has published on these topics in wide range of research outlets, including the Journal of World Business, Journal of Business Research, Psychology & Marketing, Marketing Letters, International Marketing Review, among others. He has contributed chapters to edited books, case studies and popular accounts of his work have appeared in the Sunday Times, the Guardian, BBC, Woman’s Wear Daily (the fashion bible), Luxury Society, Business Week, Bangkok Post, National Post of Canada and LiveMint Wall Street Journal, among others.