The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
Abstract
Purpose 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...
Paper Details
Title
The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
Published Date
Aug 19, 2019
Volume
28
Issue
5
Pages
653 - 670
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Notes
History