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We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship.

We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumer–brand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand.

We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers’ reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions.

Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationship-sustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with destination image. A quantitative survey-based methodology was employed for gathering data. Study used a convenience sample of 225 students and faculty members from a leading university in India. Regression analysis was carried out for testing the main effect and moderation impact. The results revealed that cognitive destination image and self-congruity had a direct impact on destination image. However, the results did not establish a moderating effect of self-congruity on relationship between destination image and return intention. The study findings have direct implication for destination marketing managers for drafting a positioning strategy for their destinations.

Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’ lives are spent on various purchase activities, and many would be eager to understand the factors underlying those behaviours.

This chapter primarily deals with the cultural, social, psychological and personal factors that affect consumer behaviour. Each of these factors in relation to consumer behaviour is discussed in detail. The types of consumer buying behaviours and the consumer decision-making processes then provide the fundamentals of the topic along with their relevance to Turkish consumers.

Purpose – To better understand the general marketing sensitivities of Generation Y and the manner in which Congruency Theory and the Elaboration Likelihood Model (ELM) may apply.

Design/methodology/approach – A quantitative two-factor (peripheral cue congruency and relative product involvement) between-subjects design was used to determine the attitudinal impact associated with the use of congruous peripheral cues in high- and low-involvement product situations.

Findings – Generation Y's attitudinal responses to peripheral cues both align with and vary from the general predictions of the ELM. Relative product involvement is more important than peripheral cue congruency in the formation of attitudes toward an advertisement.

Originality/value – Generation Y is a powerful social and economic consumer group whose attitudinal responses to marketing appeals have not been extensively studied. The current study furthers understanding within this important arena.

Research implications/limitations – The use of congruent peripheral cues is not sufficient to generate positive attitudes in both high- and low-involvement product scenarios. Effective marketing must move beyond cue congruency to include an involved “lifestyle fit” that will effectively generate positive attitudes. Limitations include the sole review of print advertisements and a sole reliance on college-attending members of Generation Y. Future research should examine the impact of congruency on advertisements whose strategic intent focuses on awareness or action rather than on mere attitude change.

One of the most critical issues facing many industrialized countries is the lack of retirement savings among many individuals. Unfortunately, this lacking can have dire consequences for both consumers and societies in the coming years. Because of this, numerous research studies have been conducted in many disciplines such as economics, psychology, finance, and some in marketing and a number of recommendations or solutions have been made to try to address this critical issue. Yet, despite all this interest, the problem still exists and may even have become worse. In the current chapter, we examine this crisis from a consumer behavior perspective in order to derive new insights and offer additional and hopefully effective solutions to supplement previous efforts.