Consumer Response to Negative Publicity: The Moderating Role of Commitment

Journal of Marketing Research - Tập 37 Số 2 - Trang 203-214 - 2000
Rohini Ahluwalia1, Robert E. Burnkrant2, H. Rao Unnava2
1U Kansas, School of Business, Lawrence, KS, US
2#N#Fisher College of Business, Ohio State University#N#

Tóm tắt

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.

Từ khóa


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Thông tin xuất bản

Journal of Marketing Research

Tập 37 Số 2

203-214

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