Author
Şanlı, Ceren Hayran, Ceylan, M.
Publication Date
2023-07
Publication Place
-
Sage
Subject
Brand blunder, Brand commitment, Brand liking, Brand trust, Product failure, Product performance problem, Product-harm crisis, Social media
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1470-7853
Record ID
1ddd9f44-3f6d-4855-93ec-cdc3d1a7f17c
Library Location
Business Administration
Date
2023-07
Sample Text
More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.
DOI
10.1177/14707853221132216
Cilt
65
