Attitude basis, certainty, and challenge alignment: A case of negative brand publicity

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Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence (2009, background): “Furthermore, a more complex network of associations has been shown to give consumers greater confidence in their attitudes (Pullig, Netemeyer, and Biswas 2006), which makes them less prone to attitude change (Pham and Muthukrishnan 2002) and helps attenuate the effect of competitors’ persuasion…”
Certainty in Language Increases Consumer Engagement on Social Media (2021, background): “For instance, attitude certainty reflects the likelihood that an attitude will change over time and the likelihood that consumers elaborate on new information (Gopinath & Nyer, 2009; Pullig et al., 2006; Rucker et al., 2014; Rucker & Petty, 2006).”
Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands (2018, background): “In the case of product or service failures, the performance-related crises raise doubts about the brand's ability to provide basic functional benefits (Dawar & Pillutla, 2000; Pullig et al., 2006), so consumers perceive them as serious issues (Dawar & Lei, 2009).”