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Brand Transgression (Fallibility)

BTRANSPerception that a brand or company has made mistakes and let customers down
3 items 2004 α .84 Free Aaker, J., Fournier, S., & Brasel, S. A.

What it measures

Three items assess the degree to which a person perceives a brand or company as having made mistakes and let them down. Used as a manipulation check for brand transgression.

Citation

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.

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