International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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What Did You Expect: How Brand Personality Types and Transgression Types Shape Consumers' Response in a Brand Crisis

  • SoYoung Lee (Department of Journalism, Public Relations, and Advertising, Soongsil University) ;
  • Ji Mi Hong (Department of International Business and Trade, School of Global Convergence Studies, INHA University) ;
  • Hyunsang Son (Department of Marketing, Information, and Decision Sciences, Anderson School of Management, University of New Mexico)
  • Received : 2024.05.08
  • Accepted : 2024.05.18
  • Published : 2024.08.31
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Abstract

We examined how different types of brand personality play a role to develop a specific consumers' expectation toward a brand, and how this expectation works in various ways in different types of brand transgressions. Based on expectancy violation theory and brand transgression research, a 2 (brand personality types: sincerity vs. competence) × 2 (brand transgression types: morality-related vs. competence-related transgression) factorial design was employed. Corporate evaluations and purchase intention toward the brand were considered as dependent variables. We found that a brand having a sincerity personality is more vulnerable to a morality-related transgression. However, there is no difference in consumers' responses by transgression type for a brand with a competence personality. We identified that brand personality types and transgression types can be critical factors to influence consumers' responses in times of crisis. Theoretical and empirical implications are discussed.

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