Маркетинг

Design/methodology/approach 
– This is a conceptual paper, which is informed by five cases of consumer 
dominance. The cases are used to clarify rather than verify the analysis of the ontological 
and semantic underpinnings of consumer-dominant value creation.
Originality/value 
– This paper contributes to the ongoing theoretical debate over the explanatory 
power of SDL by demonstrating that SDL is unable to accommodate important 
ontological and semantic aspects of consumer-driven value creation. 
Keywords:
Service-dominant logic, Consumer-dominant logic, Consumer value, Marketing 
logics, Product-dominant logic 
Acknowledgments:
The authors would like to thank the reviewers for their highly constructive 
comments, which have enabled us to improve the quality of this paper substantially. 

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Маркетинг
 
 
 
141 
 
 
Journal of Marketing/ 2016 
 
When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of 
Consumer Brand Sabotage 
Andrea Kähr, Bettina Nyffenegger, Harley Krohmer, &Wayne D. Hoyer 
Andrea Kähr is a doctoral student of marketing, Institute of Marketing and 
Management, University of Bern (e-mail: [e-mail]). 
Bettina Nyffenegger is Assistant Professor of Marketing, Institute of Marketing and 
Management, University of Bern (e-mail: [e-mail]). 
Harley Krohmer is Professor of Marketing and Chairman of the Marketing 
Department, Institute of Marketing and Management, University of Bern (e-mail: 
[e-mail]). 
Wayne D. Hoyer is James L. Bayless/William S. Farish Fund Chair for Free 
Enterprise and Chairman of the Department of Marketing, McCombs School of Business, 
University of Texas at Austin (e-mail: [e-mail]). 
The authors thank the review team for their insightful and constructive comments 
on this article. Barbara Kahn served as area editor for this article. 
Abstract 
In recent years, companies have been confronted with a new type of negative 
consumer behavior: consumers who have turned hostile and who are strongly determined 
to cause damage to the brand. Empowered by new technological possibilities, an 
individual consumer can now wreak havoc on a brand with relatively little effort. In 
reflection of this new phenomenon, the authors introduce the concept of consumer brand 
sabotage (CBS). On the basis of different underlying motives, a conceptual framework 
distinguishes CBS (a form of hostile aggression: harming the brand as dominant motive) 
from other forms of negative consumer behavior, such as customer retaliation and 
negative word of mouth (instrumental aggression: harming a brand is only a means to 
achieve other objectives, e.g., restoring equity). This framework adapts insights from 
aggression and appraisal theories as well as qualitative interviews with actual saboteurs 
to a consumer–brand relationship context in order to develop an improved theoretical 
understanding of the under-researched phenomenon of CBS. The authors analyze the 
mental escalation processes of individual consumers toward CBS and develop a road map 
for future research. 
Keywords: marketing theory, consumer brand sabotage, brand management, 
consumer–brand relationships, relationship breakdown