In it together: brands benefit after a transgression when perceived as co-owners of the brand community

ABSTRACT

Prior research has found that consumers who perceive themselves to be members of a brand community are more likely to help the brand recover from a transgression, particularly when they feel psychological ownership of the community. We examine whether consumers are also more likely to help when they perceive that the brand is a member, and therefore a co-owner, of the brand community. We find that perceptions of brand membership in the community increase the likelihood to help after a transgression via perceptions of the brand as a co-owner of the community and brand forgiveness. This suggests that brands perceived as members and co-owners of their communities benefit from protections derived from both ingroup favouritism and expectations of group reciprocity. These relationships are strengthened when the brand is perceived as an active community member through the visibility, but not necessarily the quality, of its interactions with the community.

KEYWORDS:

• Psychological ownership
• stewardship
• helping behaviour
• brand communities
• brand transgressions

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Christina A. Kuchmaner

Christina A. Kuchmaner is an Assistant Professor of Marketing at Duquesne University. Her research interests include consumer networks, psychological ownership, brand authenticity, and digital marketing technologies.

Jennifer Wiggins

Jennifer Wiggins is Professor of Marketing and Entrepreneurship at Kent State University. Her research focuses on psychological ownership, willingness to pay, and willingness to donate.

Pamela E. Grimm

Pamela E. Grimm is Professor Emeritus of Marketing and Entrepreneurship at Kent State University. Her research interests revolve around consumer behaviour and marketing communications. Most recently, she has worked on research exploring native advertising, psychological ownership, celebrity endorsers and influencers, and donation motivation.