How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage
Irrespective of many management strategies, product harm crises, discrete, well-publicized occurrences in which products are found to be defective and dangerous, are increasing at an accelerating rate throughout the globe with negative consequences for companies and brands. It alarms the importance...
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Faculty of Commerce & Manangement Studies, University of Kelaniya
2024-04-01
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| Series: | Kelaniya Journal of Management |
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| Online Access: | https://kjm.sljol.info/articles/7745/files/6640204ad3f15.pdf |
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| author | G. C. Samaraweera M. G. T. Lakmali |
| author_facet | G. C. Samaraweera M. G. T. Lakmali |
| author_sort | G. C. Samaraweera |
| collection | DOAJ |
| description | Irrespective of many management strategies, product harm crises, discrete, well-publicized occurrences in which products are found to be defective and dangerous, are increasing at an accelerating rate throughout the globe with negative consequences for companies and brands. It alarms the importance of scrutinizing this worst nightmare from a new empirical angle while focusing on the ethical eye of consumers. Therefore, the present study attempts to explore how causal dimensions of product harm crisis related to two Attributional grounds (company accused and consumer accused) shape consumer moral reputation towards the crisis company and crisis brand in product harm crises. A self-administrated, questionnaire was used to examine how Sri Lankan (n= 492) and Chinese (n=492) young consumers see company and brand through their ethical eye that reflects their moral reputation. Results revealed that consumer morally views company and brand in an entirely different way under the two Attributional grounds that ultimately affects brand equity and purchase intention of the crisis brand. There exist significant negative and positive links between consumer moral reputations towards the crisis company and crisis brand respectively, under consumer accused crisis. Subsequently, consumer moral reputation towards the crisis company has a significant negative link with consumer brand equity, while consumer moral reputation toward the crisis brand has a positive link with consumer based brand equity under consumer-accused crisis. This study provides new insights for the companies to manage such crises, while safekeeping the brand equity in midst of product harm crisis |
| format | Article |
| id | doaj-art-b5750e81e44c4e3997f6fbee77410f3d |
| institution | Kabale University |
| issn | 2279-1469 2448-9298 |
| language | English |
| publishDate | 2024-04-01 |
| publisher | Faculty of Commerce & Manangement Studies, University of Kelaniya |
| record_format | Article |
| series | Kelaniya Journal of Management |
| spelling | doaj-art-b5750e81e44c4e3997f6fbee77410f3d2025-08-20T03:39:22ZengFaculty of Commerce & Manangement Studies, University of KelaniyaKelaniya Journal of Management2279-14692448-92982024-04-01130110212410.4038/kjm.v13i1.7745How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal DamageG. C. Samaraweera0https://orcid.org/0000-0001-7617-4048M. G. T. Lakmali1https://orcid.org/0000-0002-2294-338XDepartment of Agricultural Economics & Agribusiness, Faculty of Agriculture, University of Ruhuna, Sri Lanka.Department of Agricultural Economics & Agribusiness, Faculty of Agriculture, University of Ruhuna, Sri Lanka.Irrespective of many management strategies, product harm crises, discrete, well-publicized occurrences in which products are found to be defective and dangerous, are increasing at an accelerating rate throughout the globe with negative consequences for companies and brands. It alarms the importance of scrutinizing this worst nightmare from a new empirical angle while focusing on the ethical eye of consumers. Therefore, the present study attempts to explore how causal dimensions of product harm crisis related to two Attributional grounds (company accused and consumer accused) shape consumer moral reputation towards the crisis company and crisis brand in product harm crises. A self-administrated, questionnaire was used to examine how Sri Lankan (n= 492) and Chinese (n=492) young consumers see company and brand through their ethical eye that reflects their moral reputation. Results revealed that consumer morally views company and brand in an entirely different way under the two Attributional grounds that ultimately affects brand equity and purchase intention of the crisis brand. There exist significant negative and positive links between consumer moral reputations towards the crisis company and crisis brand respectively, under consumer accused crisis. Subsequently, consumer moral reputation towards the crisis company has a significant negative link with consumer brand equity, while consumer moral reputation toward the crisis brand has a positive link with consumer based brand equity under consumer-accused crisis. This study provides new insights for the companies to manage such crises, while safekeeping the brand equity in midst of product harm crisishttps://kjm.sljol.info/articles/7745/files/6640204ad3f15.pdfconsumer based brand equitymoral reputationperceived societal damageproduct harm crisispurchase intention |
| spellingShingle | G. C. Samaraweera M. G. T. Lakmali How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage Kelaniya Journal of Management consumer based brand equity moral reputation perceived societal damage product harm crisis purchase intention |
| title | How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage |
| title_full | How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage |
| title_fullStr | How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage |
| title_full_unstemmed | How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage |
| title_short | How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage |
| title_sort | how causal dimensions of product harm crisis shape consumer moral reputation towards the crisis company and brand crisis the moderating role of perceived societal damage |
| topic | consumer based brand equity moral reputation perceived societal damage product harm crisis purchase intention |
| url | https://kjm.sljol.info/articles/7745/files/6640204ad3f15.pdf |
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