Know Me Well, or I Could Disengage and Hurt You: The Influence of Personality Traits on Harmful Consumer Engagement and Potential Brand Sabotaging

Informações

Código: MKT1038
Divisão: MKT - Marketing
Tema de Interesse: Tema 13 - Marketing Digital e Inovação

Autores

Gustavo Viegas Rodrigues (Prog de Pós-Grad em Admin/Mestr e Dout Acadêmico - PPGA/UNINOVE - Universidade Nove de Julho) gusviegas@gmail.com
Evandro Luiz Lopes (Prog de Pós-Grad em Admin/Mestr e Dout Acadêmico - PPGA/UNINOVE - Universidade Nove de Julho e outro/UNIFESP - Universidade Federal de São Paulo) elldijo@uol.com.br
Otávio Bandeira De Lamônica Freire (Prog de Pós-Grad em Admin/Faculdade de Economia, Admin e Contab – PPGA/FEA/USP - Universidade de São Paulo e Programa de Pós-Graduação em Turismo/Escola de Artes, Ciências e Humanidades - PPGTUR/EACH/USP - Universidade de São Paulo) otfreire@usp.br

Resumo

Studies about consumer engagement have become more relevant in the last twenty years, in line with the increase of Internet-use, and researchers are interested in changes in the way people relate with brands and how consumers’ traits may interfere with those relationships. New concepts have emerged in the last few years to assess how consumers react in extreme cases of dissatisfaction, such as using Consumer Brand Sabotage (CBS). We analysed the influence of personality on consumer engagement and how that engagement affects consumer brand sabotage. This research clarified the impact of personality on consumer engagement and its effect on CBS with an explanation power of over 49%. This work also illustrates the role of failure severity as moderating the relationship of consumer engagement and CBS, finding a negative effect.

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