Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China

Purpose This study aims to examine how culture influences consumer attitudes toward the brands of products they own during a product-harm crisis. To this end, average consumers from two countries - the USA, representing a highly individualistic society and China, a less individualistic (i.e. collectivist) society – are compared. Design/methodology/approach The study conducts an invariance test of the measurement model for a more rigorous...