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Consumer Brand Sabotage

The document outlines a proposed research study to examine the impact of brand equity, brand attitude, and consumer social activism on consumer brand sabotage. It lists 12 research objectives and 12 corresponding research questions. A conceptual framework is presented showing the relationships between brand equity, brand attitude, consumer social activism, consumer choice of aggression, and consumer brand sabotage. The framework also includes the potential moderating roles of brand loyalty, customer relationship management/relationship quality. Supporting theories discussed are equity theory, attribution theory, and the theory of planned behavior.

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nighat perveen
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116 views4 pages

Consumer Brand Sabotage

The document outlines a proposed research study to examine the impact of brand equity, brand attitude, and consumer social activism on consumer brand sabotage. It lists 12 research objectives and 12 corresponding research questions. A conceptual framework is presented showing the relationships between brand equity, brand attitude, consumer social activism, consumer choice of aggression, and consumer brand sabotage. The framework also includes the potential moderating roles of brand loyalty, customer relationship management/relationship quality. Supporting theories discussed are equity theory, attribution theory, and the theory of planned behavior.

Uploaded by

nighat perveen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Consumer Brand Sabotage

Amir Rizwan

Research Objectives:
The objective of the study is :

1. To test the impact of brand equity of consumer brand sabotage


2. To test the impact of brand attitude of consumer brand sabotage
3. To test the impact of consumer social activism of consumer brand sabotage
4. To find out the extent to which consumer choice of aggression mediates the relationship
between brand equity and CBS.
5. To find out the extent to which consumer choice of aggression mediates the relationship
between brand attitude and CBS.
6. To find out the extent to which consumer choice of aggression mediates the relationship
between consumer social activism and CBS
7. To test the moderating role of brand loyalty between the brand equity and consumer
choice of aggression
8. To test the moderating role of consumer social activism between the brand equity and
consumer choice of aggression

9. To test the moderating role of brand loyalty between the brand attitude and consumer
choice of aggression.
10. To test the moderating role of CRM /relationship quality between the brand equity and
consumer choice of aggression
11. To test the moderating role of CRM /relationship quality between the brand attitude and
consumer choice of aggression
12. To test the moderating role of CRM /relationship quality between the consumer social
activism

and consumer choice of aggression


Research questions:
1. Does brand equity have an impact on consumer brand sabotage?

2. Does brand attitude have an impact on consumer brand sabotage ?

3. Does consumer social activism have an impact on consumer brand sabotage ?

4. Does consumer choice of aggression mediates the relationship between brand equity and
CBS?

5. Does consumer choice of aggression mediates the relationship between consumer social
activism and CBS?

6. Does consumer choice of aggression mediates the relationship between brand attitude and
CBS?

7. Does brand loyalty moderates the relationship of brand equity and consumer choice of
aggression?

8. Does brand loyalty moderates the relationship of brand attitude and consumer choice of
aggression?

9. Does brand loyalty moderates the relationship of consumer social activism and consumer
choice of aggression?

10. Does CRM /relationship quality moderates the relationship of brand equity and consumer
choice of aggression?
11. Does CRM /relationship quality moderates between the brand attitude and consumer
choice of aggression?
12. Does CRM /relationship quality moderates between the consumer social activism and
consumer choice of aggression?
Proposed Framework:

Theories supporting the framework:

Equity Theory:
The first perspective treats brand equity from the side of the company whilst the second one from
the side of the customer. we focus on the customer-based perspective of brand equity. For
simplicity, we refer onwards to customer-based brand equity with the term brand equity. Positive
(or negative) brand equity occurs when consumers hold strong (or weak) and positive (or
negative) associations with a brand.

Attribution theory
Humans are motivated to assign causes to their actions and behaviors. In social psychology,
attribution is the process by which individuals explain the causes of behavior and
events. Attribution theory deals with how the social perceiver uses information to arrive at causal
explanations for events. It examines what information is gathered and how it is combined to
form a causal judgment”.
Theory of planned behavior:

The TPB (Ajzen, 1991) is an extension of the theory of reasoned action (Ajzen and
Fishbein, 1980) and has been one of the most influential theories in explaining and
predicting behavior. It offers a comprehensive yet parsimonious psychological theory that
identifies a causal structure for explaining a wide range of human behavior (Morris et al.,
2005) including consumer behavior. According to the theory, attitude, subjective norm and
control influence an individual’s intention to perform a given behavior. Intentions are
claimed to be the precursors of behavior.

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