Consumer Response to Negative Publicity: The Moderating Role of Commitment

By Rohini Ahluwalia, R. E. Burnkrant, H. R. Unnava. 2000

1,125 citations recorded by the source corpus.

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Gratitude in relationship marketing: : Theoretical development and directions for future research (2014, background): “This endorsement may bring the company new customers, and may also increase her own commitment toward the firm (c.f., Ahluwalia et al., 2000; Raju et al., 2009).”
“I” value justice, but “we” value relationships: Self-construal effects on post-transgression consumer forgiveness (2016, background): “We focus on brand commitment (Ahluwalia et al., 2000) and brand attachment (Park, MacInnis, Priester, Eisingerich, & Iacobucci, 2010), and examine effects of those brand-relationships and transgression controllability after transgressions.”
Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, background): “Previous research has shown that consumers that are highly committed toward a brand are relatively unaffected by negative publicity because they dismiss and counter argue the information (Ahluwalia, Burnkrant, and Unnava 2000 ).”
Do logo redesigns help or hurt your brand? The role of brand commitment (2010, neutral): “We selected two brands of athletic shoes, Adidas and New Balance, based on past research (Ahluwalia et al., 2000) showing the brands are highly relevant to our sample of undergraduate students.”