This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment

Purpose The purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer motivation to maintain brand attachment when faced with brand transgressions. Design/methodology/approach This study consisted of two experiments using student participants ( n 1 = 383 and n 2 = 535) who examined how, from a customer prioritization strategy, perceived value- and image-based transgressions affect the motivation to maintain brand attachment and subsequent behaviors. Hypotheses were developed and tested using moderating mediation models that included attribution of blame and perceived threat. Findings Value- and image-based transgressions interacted to affect the motivation to maintain brand attachment and the consequent behavioral intentions among consumers with strong brand attachment. Generally, the interaction had a negative effect on motivation to maintain brand attachment; however, this effect was mediated through perceived threat and moderated by attributions of blame. Depending on the level of motivation to maintain brand attachment and the attribution of blame for the brand transgression (the brand, self- or noncontrollable factors), participants reflected different behavioral intentions: reengagement, contention and/or avoidance. Overall, severe value-based transgression coupled with absence (vs presence) of image-based transgression were perceived more threatening by consumers with strong brand attachment leading to lower motivation to maintain attachment and higher intentions to dissolve the relationship. Originality/value Little is known about the conditions that increase or decrease the motivation of strongly attached consumers to maintain their attachment. To the best of the authors’ knowledge, this is the first study to explore the potential effects of brand transgressions on the motivation to maintain brand attachment and the consequent behavioral intentions stemming from perceived transgressions.