Consumer attributions toward brand-harm crisis : the role of corporate brand dominance

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review

Abstract

This paper aims to investigate the moderating role of corporate brand dominance in the relationship between negative brand publicity and consumer attributions. Corporate brand dominance is associated with corporate branding strategy and refers as the visibility of a firm's corporate brand in product communications. The experimental results show that the effect of negative brand publicity on consumer attributions is moderated by corporate brand dominance. When corporate brand dominance is high (vs. low), consumers are more inclined to form non-firm-related locus of causality and uncontrollability attributions in response to performance related negative brand publicity. However, in response to morality-related negative brand publicity, consumers are more inclined to form firm-related locus of causality and controllability attributions when corporate brand dominance is high (vs. low). Managerial implications are discussed.
Original languageEnglish
Title of host publicationGlobalization : developments, opportunities and challenges : proceedings of the Twenty-fifth Annual World Business Congress, June 15-19, 2016, London, United Kingdom
PublisherInternational Management Development Association
Pages185-189
Number of pages5
Publication statusPublished - 1 Jan 2016

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Attribution
Corporate brand
Publicity
Causality
Communication
Branding strategy
Controllability
Morality
Visibility
Corporate branding

Bibliographical note

Paper presented at the 25th World Business Congress on: Globalization Developments, Opportunities and Challenges, Jun 15-19, 2016, Kingston University, London, United Kingdom.
ISBN of the source publication: 9781888624151

Cite this

POON, S. C. P., & ZHOU, L. (2016). Consumer attributions toward brand-harm crisis : the role of corporate brand dominance. In Globalization : developments, opportunities and challenges : proceedings of the Twenty-fifth Annual World Business Congress, June 15-19, 2016, London, United Kingdom (pp. 185-189). International Management Development Association.
POON, Shing Chung, Patrick ; ZHOU, Lianxi. / Consumer attributions toward brand-harm crisis : the role of corporate brand dominance. Globalization : developments, opportunities and challenges : proceedings of the Twenty-fifth Annual World Business Congress, June 15-19, 2016, London, United Kingdom. International Management Development Association, 2016. pp. 185-189
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POON, SCP & ZHOU, L 2016, Consumer attributions toward brand-harm crisis : the role of corporate brand dominance. in Globalization : developments, opportunities and challenges : proceedings of the Twenty-fifth Annual World Business Congress, June 15-19, 2016, London, United Kingdom. International Management Development Association, pp. 185-189.

Consumer attributions toward brand-harm crisis : the role of corporate brand dominance. / POON, Shing Chung, Patrick; ZHOU, Lianxi.

Globalization : developments, opportunities and challenges : proceedings of the Twenty-fifth Annual World Business Congress, June 15-19, 2016, London, United Kingdom. International Management Development Association, 2016. p. 185-189.

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review

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POON SCP, ZHOU L. Consumer attributions toward brand-harm crisis : the role of corporate brand dominance. In Globalization : developments, opportunities and challenges : proceedings of the Twenty-fifth Annual World Business Congress, June 15-19, 2016, London, United Kingdom. International Management Development Association. 2016. p. 185-189