Consumer response to negative publicity: The moderating role of commitment

被引:642
作者
Ahluwalia, R [1 ]
Burnkrant, RE
Unnava, HR
机构
[1] Univ Kansas, Sch Business, Lawrence, KS 66045 USA
[2] Ohio State Univ, Fisher Coll Business, Columbus, OH 43210 USA
关键词
D O I
10.1509/jmkr.37.2.203.18734
中图分类号
F [经济];
学科分类号
02 ;
摘要
Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process negative information in the marketplace. Commitment of the consumer toward the brand is identified as a moderator of negative information effects. In the third study, the authors use this theoretical framework to derive and test response strategies that companies can use to counter negative publicity for consumers who are high and low in commitment toward the brand.
引用
收藏
页码:203 / 214
页数:12
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