When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage

By Andrea Kähr, Bettina Nyffenegger, Harley Krohmer, Wayne D. Hoyer. 2016

245 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/00238467439b2abc2f582d2891f3773df6c5d9db

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Valentyn Melnyk
2. François A. Carrillat

In Sociology and Political Science

1. V. Melnyk
2. Valentyn Melnyk

Citations in the corpus

• The Influence of Social Norms on Consumer Behavior: A Meta-Analysis (2021, background): “, to enhance authenticity; Nunes, Ordanini, and Giambastiani 2021) and the leadership behaviors they display to encourage others to go against current social norms (e.g., boycotting, brand sabotaging; Kähr et al. 2016).”