Article ID Journal Published Year Pages File Type
1017113 Journal of Business Research 2013 8 Pages PDF
Abstract

Critical for international marketers in volatile markets is understanding of factors that influence consumer responses during a product-harm crisis. Applying social psychology concepts of heuristic judgments and attribution theory, the authors study mistrust of non-contaminated but heuristically-associated foreign brands during the 2008 Chinese milk contamination crisis. Shared brand identity and investment or management links between a locally made product brand and a foreign imported brand expose the foreign brand to guilt-by-association (GBA) effects. Judgments regarding stability of the underlying cause of the domestic crisis moderate the transference of blame to foreign brands.

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Social Sciences and Humanities Business, Management and Accounting Business and International Management
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