Brand Transgressions and Its Impact on Consumer’s Consumption Behavior Essay Sample

We will be going through the topic of “brand transgressions and their impact on consumer’s consumption behavior”. Now, some of the readers might have got an idea of what the topic means. While others might not recognize this at first glance, they too know this. Nevertheless, the meaning will become clear later on in the sample essay. Adding to this, we shall also be looking at the transgression’s effect on consumers.

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Coming back, we shall including the following topics in our decision: we shall start with discussing the definition of brand transgression as it is important to understand before proceeding any further. After this, we will be looking at how consumer’s behavior is affected by brand transgression. Later on, we shall be discussing the different types of brand transgression. Lastly, we shall be looking at some examples of brand transgression in recent years.  So without further adieu:

What is brand transgression?

Brand transgression can be described as an act of a brand the violates relationship norms between consumer and brand. Adding to this, it also refers to actions against said or unsaid rules that govern the performance and evaluation of a given brand. You might have already guessed how this affects the consumer base. Nevertheless, we shall discuss the topic in detail in the next paragraph.

Types of brand transgression

As it goes, there are different types of brand transgression based on its area of effect. Nevertheless, the types of brand transgression are as mentioned below:

• Product transgressions: As the names suggest, product transgression concerns the products and services provided by a brand. In simple words, it is performance-related.
• Moral transgressions: moral transgression refers to activities of a brand that reflects a change in their moral values towards consumers. In other words, we can say that it is a type of transgression that affects the value of the brand.

How does it affect consumer behavior?

Here, we shall be discussing how brand transgression affects consumer’s behavior. Moving on, it is obvious that if a brand act in any way to hamper the relationship between themselves and consumers, it will affect the consumers. As such it is noticed that consumers who experience brand transgression show a less favorable attitude.

Adding to this, transgression also tends to weaken the relationship between consumers and the brand. Moreover, this also causes consumers to explore other options and walk away from the brand’s services and products. This, in turn, causes a brand to lose its consumer base.  Consequently, there is a huge impact of brand transgression and personality on consumer’s perception of the same.

Example of brand transcription

Brand transgression is not a rare occurrence or anything of that sort. In fact, it is seen quite often and even more so in recent years. Adding to this, it spreads from regional level to international level. Some example of such brand transgression is, as follow: Recently Toyota motors experienced a huge negative response from the public due to their increase in accidents caused by their faulty vehicles.

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