Mohsen, J., Biraglia, A., Gerrath, M. et al. (1 more author) (2025) DON’T CANCEL ME: Investigating How Perceived Luxury Safeguards Brands from Cancellation Movements. In: Alkire, L. and Ordabayeva, N., (eds.) Proceedings of the 2025 AMA Winter Academic Conference. 2025 American Marketing Association Winter Academic Conference, 10-16 Feb 2025, Virtual/Phoenix, AZ, USA. American Marketing Association , pp. 437-448.
Abstract
Brand cancellation movements present a significant threat to businesses, serving as a form of consumer activism where individuals publicly shame a brand for its misbehavior. Drawing on the appraisal theory and the signaling theory, we demonstrate that as the perceived level of luxury associated with a brand increases, consumer participation in cancellation movements decreases.
Metadata
| Item Type: | Proceedings Paper |
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| Institution: | The University of Leeds |
| Academic Units: | The University of Leeds > Faculty of Business (Leeds) |
| Depositing User: | Symplectic Publications |
| Date Deposited: | 13 Feb 2025 15:52 |
| Last Modified: | 03 Mar 2025 12:24 |
| Published Version: | https://www.ama.org/wp-content/uploads/2025/02/202... |
| Status: | Published |
| Publisher: | American Marketing Association |
| Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:223082 |
CORE (COnnecting REpositories)
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