When Brands Do Right But Decide Wrongly: the Impact of Perceptions of Procedural and Outcome Fairness on Brand Attitudes

Marketers often assume that activities beneficial to consumers, such as discontinuing late fees for movie rentals, will lead to enhanced evaluations of the brand. We demonstrate, in three studies, that favorable marketing activities may not always lead to enhanced evaluations. Drawing on the organiz...

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Bibliographische Detailangaben

Hauptverfasser:	Mathur, Pragya, Saldanha, Neela, Greenleaf, Eric
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Brand equity Consumer behavior Marketing Organization theory Perceptions Studies
Online-Zugang:	Volltext
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