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The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
Ilaria Baghi,Veronica Gabrielli +1 more
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In this article, the authors investigated consumers' affective and behavioural negative reactions towards a faulty brand during a values-related crisis and a performance-related one by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic).Abstract:
Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic).,The authors tested a model of moderated mediation in a cross-cultural investigation on a sample of 229 Italian and Asian consumers. The study is a 2 (cultures: collectivistic vs individualistic) × 2 (crisis: performance-related vs values-related) between-subjects experimental design. The moderated mediation model shows that consumers’ negative reactions (negative word of mouth and negative purchase intention) towards a faulty brand involved in different crisis typologies is explained by the mediating role of negative emotions, and that this mediation depends on a consumer’s cultural belongingness.,The results suggest that consumers belonging to a collectivistic culture (e.g. Asian culture) tend to react in a more severe and strict manner when faced with a values-related brand crisis event then when faced with a performance-related crisis. The arousal of negative emotion towards a brand represents the mediating variable in behavioural responses (i.e. negative word of mouth and purchase intention).,The present study extends current knowledge in the field of consumers’ negative response to brand irresponsibility behaviours while introducing the role of crisis typology and cultural belongingness. In particular, individualistic people are more sensitive to a values-related crisis in comparison with a performance-related one. The findings of this study have strong managerial implications for defining effective response strategies to negative events involving brands in different markets.read more
Citations
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A. L. Kroeber and Clyde Kluckhohn, "culture: A critical review of concepts and definitions"
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Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting
TL;DR: In this paper, structural equation modeling was employed on a sample of 265 consumers to investigate the brand hate phenomenon for service products in a cross-channel setting (offline/online) and reveal that brand hate positively influences offline negative word-of-mouth (NWOM), online complaining, and non-repurchase intention.
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Analyzing different types of negative online consumer reviews
Bettina Lis,Maximilian Fischer +1 more
TL;DR: In this paper, the authors investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product (Laptop) and whether this newfound attitude remains unaffected by the subsequent influence of positive eWOM.
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On the relationship between brand scandal and consumer attitudes: A literature review and research agenda
Sunaina Kapoor,Saikat Banerjee +1 more
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No matter what you do, I still love you: an examination of consumer reaction to brand transgressions
Eric Kennedy,Francisco Guzmán +1 more
TL;DR: This article examined the impact of brand transgressions and the effect of an apology or lack thereof on consumers' intentions to co-create with a brand, perceived brand equity and brand love, and compared these effects on brands that were viewed positively versus brands that are viewed negatively.
References
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