EXPRESS: Shifting Standards in Consumer Evaluations of Global and Local Brands after Product-harm Crises

Author:

Sayin Eda,Aydınoğlu Nilüfer Z.,Özsomer Ayşegül,Gürhan-Canlı Zeynep

Abstract

Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (versus local) brands. Higher initial expectations from global brands are the underlying cause for this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis compared to when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Brand transgressions: How, when, and why home country bias backfires;Journal of the Academy of Marketing Science;2024-03-28

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