The Dark Side of Consumer–Brand Relationship: Do Ideal Self-Congruence, Brand Attachment and Personality Factors Affect Negative Consumer Behaviors?

The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service bran...

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Veröffentlicht in:	Iranian journal of management studies 2020-03, Vol.13 (2), p.289-315
Hauptverfasser:	Ebrahimi, Elham, Sadeghvaziri, Faraz, Abyaneh, Soroush Shazai
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Consumer behavior Consumers Emotions Marketing Personality Personality traits Researchers Self image Structural equation modeling Student athletes Studies Word of mouth advertising
Online-Zugang:	Volltext
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