Explain attribution theory in the context of the results of the article

Explain attribution theory in the context of the results of the article
“Consumers’ Responses to Negative WOM Communication: An Attribution theory Perspective.” Why does it make sense via attribution theory that brand evaluations decreased when the negativity of the WOMC (word of mouth communication) message was attributed to the brand, but brand evaluations increased when the negativity of the WOMC message was attributed to the communicator? Explain attribution theory in this context and explain why brand evaluations decreased for the brand but increased for the communicator.

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