Exploring Deviant Behavior in Customers: The Role Emotional Branding Plays with a Customer’s Perception of Injustice and Anti-Branding

Date of Award

5-2023

Document Type

Thesis

Degree Name

Ph.D.

Department

Business Administration

Committee Chair

Matt C. Howard, Ph.D.

Advisor(s)

Joe Hair, Barry Babin, Mickey Smith, Gwendolyn Pennywell

Abstract

Utilizing moral disengagement (MD) and social exchange theories, this paper proposes that perceived injustice can lead to customers actively participating in antibranding activities through a process of MD. However, emotional branding might be an effective intervention tool that mitigates the anti-branding behavior in morally disengaged customers due to the positive feelings that relationship marketing endues. This paper will explore the relationship between the customer’s perception of injustice and their anti-branding behavior using MD as an explanatory mechanism. Additionally, emotional branding will be explored as a possible boundary condition that weakens the relationship between MD and anti-branding behavior.

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