Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions |
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| Institution: | 1. UQ Business School, University of Queensland, Colin Clark, 39 Blair Dr, St Lucia, QLD 4067, Australia;2. School of Marketing, UNSW Business School, University of New South Wales, Sydney 2052, NSW, Australia;1. Sun Yat-Sen Univeristy;2. Peking University;3. Chinese University of Hong Kong;1. Saunders College of Business, Rochester Institute of Technology, United States;2. Poole College of Management, North Carolina State University, United States;3. Amsterdam Business School, University of Amsterdam, the Netherlands;4. Faculty of Mathematical Sciences, Ferdowsi University of Mashhad, Iran;1. University of Bochum, Sales Management Department, Universitätsstraße 150, 44801 Bochum, Germany;2. Vodafone GmbH, Ferdinand-Braun-Platz 1, 40549 Düsseldorf, Germany;3. jetlite GmbH, Hein-Saß-Weg 22, 21129 Hamburg, Germany;1. Department of Economics and Management, University of Parma, Italy;2. Department of Marketing, Faculty of Economics and Business, University of Groningen, the Netherlands;1. UBC Sauder School of Business, University of British Columbia, Canada;2. Faculty of Business, Hong Kong Polytechnic University, China;3. Beedie School of Business, Simon Fraser University, Canada;1. Broad College of Business, Michigan State University, East Lansing, MI 48824, United States;2. Leeds School of Business, University of Colorado, Boulder, CO 80309, United States |
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| Abstract: | Research on brand transgressions has suggested that when a brand is involved in a transgression and perceived as harmful, consumers will punish the brand. The present research seeks to extend this literature by investigating how having a cute brand logo may reduce consumer punishment of a transgressing brand. Across five experimental studies, this research shows that a brand logo with high (vs. low) levels of cuteness associated with a transgressing brand can motivate consumers to protect the brand from harm, thus reducing consumer punishment of that brand. Notably, such motivations to protect the brand are driven by an incremental belief about the brand’s development. Moreover, the cuteness effect is attenuated in the case of repeated transgressions. Theoretical contributions to the literature on cuteness, brand logo, and brand transgression are discussed, as well as practical implications. |
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| Keywords: | Cute Brand transgression Consumer punishment Incremental belief |
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