Consumer Response to Negative Publicity: The Moderating Role of Commitment

Author:

Ahluwalia Rohini1,Burnkrant Robert E.2,Unnava H. Rao2

Affiliation:

1. School of Business, University of Kansas.

2. Fisher College of Business, Ohio State University.

Abstract

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.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

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