“I” see Samsung, but “we” see Samsung and LG: The moderating role of consumers’ self-construals and perceived similarity in spillover effect of product-harm crisis

Volume: 62, Issue: 1, Pages: 79 - 94
Published: Aug 22, 2019
Abstract
Negative spillovers due to firms’ product-harm crises have attracted the attention of marketing researchers owing to the devastating and irrecoverable damage they can cause. Despite the extensive research undertaken on this topic, studies concerning spillovers across competing brands from different companies are relatively scant. Drawing upon self-construal theory, we propose that spillover effects across competing brands from different...
Paper Details
Title
“I” see Samsung, but “we” see Samsung and LG: The moderating role of consumers’ self-construals and perceived similarity in spillover effect of product-harm crisis
Published Date
Aug 22, 2019
Volume
62
Issue
1
Pages
79 - 94
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