...Wolfgang Weitzl; Clemens Hutzinger Purpose This study aims to investigate how consumers’ desire for retaliation and intention to voice negative word-of-mouth – following a transgression of their favorite brand – can be explained by feelings of brand betrayal and brand shame. Design/methodology...

... experimental studies then test the hypothesis that shame and embarrassment mediate the effect of perceived harm to others on consumers’ responses to earned and unearned preferential treatment, respectively. Findings The present studies demonstrate that consumers naturally scan the environment and seek out...

... than shame was associated with counterfeits or was evoked through an anti-counterfeit campaign. Interdependents were more likely to judge counterfeits as morally wrong when shame rather than pride was evoked through an anti-counterfeit campaign. Research limitations/implications – Results can...