
Can we predict to what extent consumers sanction brands for their transgressions? There are many factors that mediate the consumer-brand relationship before, during, and after a brand's transgression. A brand transgression is defined as a violation of consumer-brand relationship norms. This breach of trust can have serious implications for a brand.
In my research, I examine the effect of variables such as brand personality, product category, ethnocentrism, and brand-country associations on consumer response to a brand transgression. I also conduct research on automatic consumer behavior. I use implicit and indirect consumer attitude instruments to measure attitudes outside of conscious awareness. In this secondary research area, I examine the automatic components of brand relationship, brand identification, cultural identity, and consumer decision making.