Immunizing customers against negative brand-related information

Abstract In today’s connected market, brands are more likely than ever to face negative press that can put their customer relationships the test. Building and fortifying positive aspects of brand-customer relationship (such as brand commitment, love self-brand connections) may ward off some impact information on customers, but this does not always provide full protection. Even customers who a turn against it when enters picture. Considering this, current study provides an exploratory investigation into new way build up resilience would otherwise be formed simply by strengthening attributes customer-brand relationship. It argues strengthen customers’ immunity brand-related using metric (i.e., merely asking reflect makes them resilient actual in future). The construct has dual benefit being diagnostic strength, well acting immunizing agent. We test effect process underlying three pilot studies, multi-method interviews with managers across different contexts. By doing so, establishes theoretical practical value critical conceptual pragmatic contributions existing body research.