I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures

Purpose The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand after self-relevant consumption incidents. Specifically, this research proposes that follow complex shame-inducing process the aftermath unpleasant experiences involving their favorite brand. moderating role relational tie strength between existing prior symbolic failures is examined. Design/methodology/approach A scenario-based, online survey ( n = 660) among who have recently experienced failure with was conducted. Confirmatory factor analysis ensured reliability validity measurement model. For testing conceptual model, data analyzed by means moderated mediation analysis. proposed model tested against, others, common method bias alternative models. findings were cross-validated scenario-based experiment 1,616). Findings Results show key mediator customer dissatisfaction anger when self-relevant, happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It shown influence connection consumers’ inward- (i.e. shame) resulting outward-directed anger) negative emotions on brands, which lead consumer vengeance. Originality/value To best authors’ knowledge, first introduce concept situational literature brands. Furthermore, it shows moderates direct indirect (via unfavorable effects failure-induced anger. adds insights investigation “love-becomes-hate” effect arising most preferred