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• W2604355309 abstract "Purpose The purposes of this qualitative study are to investigate brand embarrassment which is a unique social consumption emotion and to identify possible antecedents, consequences and moderating factors associated with it. Design/methodology/approach The study reviewed a large volume of literature on embarrassment. The literature review was followed by a series of semi-structured, in-depth interviews of selected brand-conscious young adult informants in India. The data collected through such interviews were coded following grounded theory method. Findings The final outcome of the study is a comprehensive grounded theory framework. The framework depicts various antecedents and consequences of brand embarrassment and specific moderating factors shaping the influences of specific antecedents on brand embarrassment. Originality/value The value of this qualitative study lies in developing an elaborate grounded theory framework showing the inter-relationships between brand embarrassment and other related concepts." @default.
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• W2604355309 date "2017-06-12" @default.
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• W2604355309 title "You are an embarrassment" @default.
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• W2604355309 doi "https://doi.org/10.1108/qmr-03-2016-0032" @default.
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