Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. Across two experimental studies, we extend current research by demonstrating how self-brand connectedness increases people’s negative behavioural reactions when the brand is involved in a values-related crisis while it protects the brand when it is involved in a performance-related misdeed. We test these mechanisms introducing the mediating role of brand betrayal, the moderation of the personal relevance of the crisis domain (Study 1) and the moderation of the cause of the self-brand connectedness (Study 2). Our findings contribute to the literature by demonstrating that, through the mediation of perceived brand betrayal, a strong connectedness between the consumer and the brand may aggravate behavioural reactions to relevant misdeed in values-related domain especially when the cause of the strong relationship is induced by a central trait of consumer’s identity.

先前有关品牌危机的研究已经介绍了与价值相关的危机与与绩效相关的危机之间的区别。在两个实验研究中，我们通过展示当品牌涉及价值相关危机时自我品牌联系如何增加人们的负面行为反应，而当涉及绩效相关弊端时保护品牌的自我保护，则扩展了当前的研究。我们测试了这些机制，这些机制引入了品牌背叛的中介作用，危机领域的个人相关性的缓和（研究1）和自我品牌联系的原因的缓和（研究2）。我们的发现表明，通过感知品牌背叛的调解，