Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1017113 | Journal of Business Research | 2013 | 8 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Hongzhi Gao, John G. Knight, Hongxia Zhang, Damien Mather,