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Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

Jul 16, 2020

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Page 1: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 2: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 3: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 4: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 5: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 6: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 7: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 8: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

Sympathy & Neglect Admiration & Loyalty

Contempt & Rejection Envy & Distrust

Competence

Wa

rmth

Page 9: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

Sympathy & Neglect Admiration & Loyalty

Contempt & Rejection Envy & Distrust

Competence

Wa

rmth

Dog

CatHorse

Monkey

Elephant

Whale

Bear

Leopard Lion

Tiger

Mouse

FishLizard

Snake

Hippo

Rat

Chicken

RabbitHamster

Cow

Duck

GiraffeBird

Zebra

Pig

Page 10: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

Sympathy & Neglect Admiration & Loyalty

Contempt & Rejection Envy & Distrust

Competence

Wa

rmth

• VA Hospitals

• Public Transport• USPS

• Amtrak

Shell •• Toyota

Travelers Insurance •

• Sears

• JPMorganChaseBank of America •

• Citibank• ExxonWalmart •

• Morgan Stanley

• AIG• BP

• Goldman Sachs

• Marlboro

• Porsche

• Rolls Royce• Rolex

• MercedesGucci••Cartier

• Best Buy

• Macy’s

• Burger King

• Tylenol•Advil

Honda •Ford•

•Zappos.com

•McDonalds

• Coca Cola• Amazon.com

• Johnson &Johnson

• Hershey• Campbell’s• TropicanaDAV •

Boys & Girls Club •Habitat for Humanity •

Minute Maid•

• Salvation Army• Humane Society

Page 11: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 12: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 13: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 14: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 15: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 16: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 17: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

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Page 18: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 19: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 20: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 21: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 22: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 23: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

WARMTHCOMPETENCE

A LASTINGDIFFERENCE

Page 24: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 25: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 26: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 27: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 28: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 29: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 30: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 31: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 32: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 33: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 34: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany
Page 35: Chris title slide - Fidelum Partners...The effects of self-brand connections on responses to brand failure: A new look at the consumer—brand relationship Shirley Y.Y. Cheng Tiffany

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