Yazar
Şanlı, Ceren Hayran, Ceylan, M.
Basım Tarihi
2023-07
Basım Yeri
-
Sage
Konu
Brand blunder, Brand commitment, Brand liking, Brand trust, Product failure, Product performance problem, Product-harm crisis, Social media
Tür
Süreli Yayın
Dil
İngilizce
Dijital
Evet
Yazma
Hayır
Kütüphane
Özyeğin Üniversitesi
Demirbaş Numarası
1470-7853
Kayıt Numarası
1ddd9f44-3f6d-4855-93ec-cdc3d1a7f17c
Lokasyon
Business Administration
Tarih
2023-07
Örnek Metin
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
