Developing brand relationships after a brand transgression: The role of implicit theories of relationships

Prior research finds that strong consumer-brand relationships buffer the potentially negative consequences of brand transgressions, but weak consumer-brand relationships fail to do so. We reconsider these findings regarding weak consumer-brand relationships. Results from three studies show that consumers with weak brand relationships can actually become more engaged and more emotionally attached to a brand after a brand transgression, depending on their implicit beliefs about relationships. If they believe that successful relationships grow through the partners’ mutual efforts to resolve problems and overcome obstacles, they can develop stronger relationships with a brand after a brand transgression.