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- W4310478809 abstract "Businesses strive toward winning awards, following the belief that the more times they win an award, the more positive they will be viewed by consumers. However, the current research highlights a context where increasingly winning an award over a period can backfire. Across two experiments, results reveal that although repeatedly winning an award enhances superiority perceptions relative to existing competitors, consumers conclude the award is uncompetitive, which increases the likelihood of switching to newly introduced competitors. This effect holds for primary (e.g., quality) and tangential (e.g., sustainability) awards, is pronounced for those who trust awards, and reveals important marketplace implications." @default.
- W4310478809 created "2022-12-10" @default.
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- W4310478809 date "2022-11-30" @default.
- W4310478809 modified "2023-09-27" @default.
- W4310478809 title "Can Success Backfire? Consumer Judgments of Businesses that Repeatedly Win the Same Sustainability or Quality Award" @default.
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- W4310478809 doi "https://doi.org/10.1080/1528008x.2022.2152521" @default.
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