From Trust to Turmoil_Analysing Customer Attitude Changes in the Face of Product-Based and Morality-Driven Scandals
Background and Research Gap, îverview of customer attitudes. Relevant theories for studying attitude changes. Brand love, responsibility. Definition and types of scandals, product-based scandals. Moral-based scandals, identification of research gap.
| Ðóáðèêà | Ìàðêåòèíã, ðåêëàìà è òîðãîâëÿ |
| Âèä | êîíòðîëüíàÿ ðàáîòà |
| ßçûê | àíãëèéñêèé |
| Äàòà äîáàâëåíèÿ | 13.11.2023 |
| Ðàçìåð ôàéëà | 53,2 K |
Îòïðàâèòü ñâîþ õîðîøóþ ðàáîòó â áàçó çíàíèé ïðîñòî. Èñïîëüçóéòå ôîðìó, ðàñïîëîæåííóþ íèæå
Ñòóäåíòû, àñïèðàíòû, ìîëîäûå ó÷åíûå, èñïîëüçóþùèå áàçó çíàíèé â ñâîåé ó÷åáå è ðàáîòå, áóäóò âàì î÷åíü áëàãîäàðíû.
Complex, multi-faceted social relationships and consumer interactions are important in helping consumers form opinions and decisions (Dahl, 2013). In addition, emotions such as empathy may interact with persuasion and social influence in shaping the consumer response (Zollo, 2020), particularly the way consumers make attributions (Lange & Washburn, 2012).
2.3.2 Moral-based scandals
Making business decisions that are both ethically and strategically sound has always been incredibly tricky. Leaders are called upon to act in a manner that is consistent with their personal values, builds solidarity and trust among diverse stakeholders, enhances their company's reputation, and prevents scandals, while also being mindful of the bottom line.
This leadership challenge is getting ever more complex. Investors are measuring companies against environmental, social, and corporate governance (ESG) indexes. Employees are demanding extensive diversity, equity, and inclusion (DEI) commitments. And customers want to buy brands that are tied to strong corporate social performance (CSP).
Corporate life is rife with scandals, from crazy CEOs who dance naked in front of employees to companies faking sustainability. Scandals can tarnish reputations beyond repair and have a negative impact on everyone involved in the company, causing the company's stocks to plummet and customers to lose trust. Moreover, executives or employees may struggle to secure future employment opportunities. All of this is to say that no company really wants to be caught up in scandals.
As counterintuitive as it might seem in the burgeoning ethical complexity of ESG, DEI, and CSP, a few companies have found that when it comes to ethics, simpler is better. They meet the demands listed above by rejecting the notion that ethics are necessarily complex. They refuse to abdicate their ethical responsibilities; they craft value propositions that do not lean on social value initiatives to obscure or distract from how the company creates financial value; and they are transparent about how they do business with all stakeholders.
It isn't surprising that today's complex ethical demands have spawned equally complex products and services from companies such as Ethisphere and RobecoSAM, and major consultancies like Deloitte. It is also easy to see why well-meaning leaders looking at the myriad variables behind ESG, DEI, and CSP calculations would throw up their hands and call in a consultant. But outsourced solutions to ethics don't build employee solidarity or earn customer goodwill. Nor do they prevent scandals or help leaders sleep at night.
For example, Starbucks has been a longtime client of Ethisphere, but this partnership has not protected the company from ethical scandals. In 2018, Starbucks outlets nationwide were forced to shut down for a day of sensitivity training - an event whose design was also outsourced - after a store manager in Philadelphia called police to remove two Black men who were waiting for a colleague to arrive before placing their orders. Then, it seems that the sensitivity training Starbucks paid for had unexpected consequences: A year later, a barista in Arizona asked a group of police officers to leave the store after a customer complained of not feeling safe.
Ethical scandals are not uncommon and thus have been the subject of considerable research in marketing and related disciplines. An ethical scandal is the publicization of a transgression of an ethical norm that produces substantial outrage (Piazza & Jourdan, 2018).
A transgression of an ethical norm occurs when behavior is inconsistent with widely-shared expectations of responsibility to perform or not perform behavior based on moral virtues and principles. Well-known examples of such scandals include Wells Fargo opening millions of fraudulent accounts without consumers' consent, BMW using devices to erroneously pass regulatory emissions test, and Facebook sharing users' personal data without their consent, primarily for political advertising.
Researchers have examined aspects such as consumer evaluations of companies following an ethical transgression, companies' responses, and their reactions to company responses. In the latter category, a central question is often about the extent to which companies should accept or deny blame.
Researchers have examined multiple aspects that can influence the effectiveness of different responses, such as the type of accusation, strength of evidence, prior trust and the feelings that the accusation evokes. Particularly relevant to our investigation, research has found that consumers react more favorably when companies (as well as individuals) deny or shift blame when accused of an ethical transgression.
2.4 Identification of research gap
Customers are no longer passive recipients of innovation, but have skills and expertise that enable them to play an active role in co-creation. Therefore, informed, networked, empowered and engaged consumers in today's environment seek to ideally participate in every step of the co-creation process, from creation to execution. This movement of openness to the participation of consumers and larger organizations has contributed to the recent development of open innovation and open business models and strategies.
Today, branding defines new ways of integrating and attracting customers. They began to listen to the opinion of the brand community and invited customers to test and review their products. Instead of trying to figure out what consumers might like by analyzing market research data or observing consumers in focus groups, managers can now actively and directly involve them in the co-creation process. This type of customer interaction has potential benefits for both the customer and the branding process itself.
On the one hand, clients want to participate in co-creation for various reasons of self-development, society and hedonism. In a branding community, customers can interact with others like them, share their interests, and interact with the brand to develop new ideas, which is an engaging experience. Through participation, consumers often feel that they are growing creatively and developing new vision and understanding. Clients also believe that when they learn to trust colleagues and develop ideas together, they can increase their creativity. In fact, when customers engage in collaboration, their closeness to the brand grows, so they begin to act and think like employees of the brand. Finally, while some clients are concerned about the economic return of their participation in co-creation, most appear not to be. In contrast, most participating clients are intrinsically motivated and maintain their interest and commitment throughout the co-creation process.
On the other hand, co-creation is in the interests of both the brand and the branding process, as it can bring them certain advantages, such as higher productivity, more relevant ideas, stronger customer connections, cost-effectiveness, speed to market and reduced risk and competitive advantages. Given these potential benefits of co-creation, a large number of professional consultancies have emerged, some brands have begun using customer-immersive labs, many research institutions are offering collaborative methods, and various scholars are researching and theorizing about the practice.
Because it can be mutually beneficial, previous research in the field of co-creation has mainly studied the interactions and relationships between customers and brands. The researchers conducted this study primarily from the consumer's perspective, focusing on three key areas.
First, they explored factors that motivate consumers to engage in co-creation.
Second, they explored the resources that clients must possess, combine, and integrate to effectively facilitate collaboration.
Third, they studied the distinct, personalized experience customers receive from participating in co-creation. However, it is not surprising that scholars have done very little research on co-creation from the perspective of managing such branding. This is a significant research gap because, while understanding consumer motivations, resources, and experiences is valuable, managers also need to know how best to manage collaboration to realize its potential. To address this research gap, co-creation should be explored from a branding management perspective to find out how to realize its potential.
In addition to the empowerment of branding, the continuous improvement of relationships between stakeholders and brands has also made ethics more apparent, but not a new aspect for brands. In fact, the origins of ethical research can be traced back several centuries. Ancient Greek philosophers considered ethics as the science of "good" and considered such questions as "what is the purpose of a good life?". And "How can I live well?". Recently, however, ethics has gained attention in the business world, mainly due to the global impact of various economic and corporate scandals.
In an increasingly interconnected and transparent business world, customers are more informed than ever, and ethical consumption is spreading rapidly. Therefore, consumers increasingly expect brands to embrace ethical values and reflect their ethical commitments in the branding process, preferably in each brand's interactions with consumers. This highlights the challenges branding faces in creating an ethical image. Therefore, many brands have begun to consider ethics as a strategic dimension that can help them improve their image. The reason is that brands are increasingly aware that in today's highly networked environment, brands with an unethical image are likely to be punished not only by customers but also by other stakeholders.
In recent years, the number of brand strategies has increased due to successful brand models, industry integration and increased competition from customers. However, the value of a brand ultimately depends on the value of the company behind the brand and its commitment to healthy brands and corporate strategy. External brands can only play a role if they accurately reflect the company's internal values and priorities. If they contradict each other, then this relationship will not last over time. Successful brand creation requires strict adherence to the principles of branding, its formation, unwavering commitment and belief in the value of the brand.
With the intention to address our research question we conceptually examine the phenomenon of scandals in brands by integrating research on scandals and on firm branding. In so doing, we consider that, when brands are protagonists of scandals, they are generally considered responsible and thus blamed for them.
The heterogeneity of misbehaviors and wrongdoings at the core of the scandal may refer to the broken social norms in the business (locus). Moreover, scandals may vary based on the reason of their emergence (focus). It is important to underline that such categorization refers to the moment of scandal break when the misbehavior becomes public. The temporal frame of our categorization is therefore crucial as scandals may spur spillovers and contagion on other actors that are associated to the suspect after some time (Adut, 2005).
By combining these two dimensions, we develop a typology that allows to disentangle the complex landscape of business scandals. Typologies are developed by using theoretical rationale to classify groups of brands that share common features and are mutually exclusive. With this goal, we create a classification of business scandals, which will act as a springboard to explore the implications that scandals have on brands and the redressive strategies adopted by brands to cope with them.
References
1. Aaker, David A. (1992). The Value of Brand Equity. Journal of Business Strategy 13: 27-32.
2. Adut, A. (2005). A theory of scandal: Victorians, homosexuality, and the fall of Oscar Wilde. American Journal of Sociology, 111(1), 213-248.
3. Adut, A. (2008). On scandal: Moral disturbances in society, politics, and art. New York: Cambridge University Press.
4. Agyei, James, Shaorong Sun, Emmanuel Kofi Penney, Eugene Abrokwah, and Richmond Ofori-Boafo. (2021). Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction. SAGE Open 11: 21582440211040113.
5. Al-Haddad, A. (2019). Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love. https://doi.org/https://doi.org/10.1007/978-3-030-01662-3_28
6. An, Q., M.G. Christensen, A. Ramachandran, R.R. Mukkamala, and R. Vatrapu. (2018). Volkswagen's diesel emission scandal: Analysis of facebook engagement and financial outcomes. Paper presented at the Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics).
7. Anand, V., Ashforth, B. E., & Joshi, M. (2004). Business as usual: The acceptance and perpetuation of corruption in organizations. Academy of Management Perspectives, 18 (2), 39-53.
8. Anggraeni, A., & Rachmanita. (2015). Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashioan Brands Among Young Consumers. Procedia - Social and Behavioral Sciences, 211, 442-447. https://doi.org/10.1016/j.sbspro.2015.11.058.
9. Aon. (2021). 2021 emerging trends in product recall and contamination risk management. https://www.aon.com/getmedia/d9901248-c403-4a8a-be09-2261a2244225/2021-Aon-Emerging-Trends-Report
10. Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love - A case study from Finnish Lapland. Tourism Management, 67, 71-81. https://doi.org/10.1016/j.tourman.2018.01.003.
11. Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2). https://doi.org/10.6007/ijarbss/v8-i2/3885.
12. Backhaus, M., & Fischer, M. (2016). Brand damage from product harm and corporate social irresponsibility: how deep and how long? MSI Working Paper Series, 16-133.
13. Baghi, I., and V. Gabrielli. (2019). The role of crisis typology and cultural belongingness in shaping consumers' negative responses towards a faulty brand. Journal of Product & Brand Management 28 (5): 653-670. https://doi.org/10.1108/JPBM-03-2018-1806.
14. Beldad, A.D., van Laar, E. and Hegner, S.M. (2018), “Should the shady steal thunder? The effects of crisis communication timing, pre-crisis reputation valence, and crisis type on post-crisis organizational trust and purchase intention”, Journal of Contingencies and Crisis Management, Vol. 26 No. 1, pp. 150-163.
15. Benoit, W.L. (2018). Crisis and image repair at United Airlines: Fly the unfriendly skies. Journal of International Crisis and Risk Com- munication Research 1 (1): 2.
16. Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518. https://doi.org/10.1057/bm.2010.6.
17. Bhandari, M. and Rodgers, S. (2018), What does the Brand say? Effects of brand feedback to negative e-WOM on brand trust and purchase intentions, International Journal of Advertising, Vol. 37 No. 1, pp. 125-141.
18. Bianchi, Enrique, Juan Manuel Bruno, and Francisco J. Sarabia-Sanchez. (2019). The impact of perceived CSR on corporate reputation and purchase intention. European Journal of Management and Business Economics 28: 206-21.
19. Bishop, D. G., Trevin˜o, L. K., Gioia, D. A., & Kreiner, G. E. (2020). Leveraging a recessive narrative to transform Joe Paterno's image: Media sensebreaking, sensemaking, and sensegiving during scandal. Academy of Management Discoveries, 6(4), 572-608.
20. Bowen, M., J. Freidank, S. Wannow, and M. Cavallone. (2018). Effect of perceived crisis response on consumers' behavioral intentions during a company scandal-An intercultural perspective. Journal of International Management 24 (3): 222-237. https://doi.org/10.1016/j.intman.2017.12.001.
21. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
22. Brunk, Katja H. (2010). Exploring origins of ethical company/brand perceptions-A consumer perspective of corporate ethics. Journal of Business Research 63: 255-62.
23. Carroll, Archie B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons 34: 39-48.
24. Carroll, Archie B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business and Society 38: 268-95.
25. Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89. https://doi.org/10.1007/s11002-006-4219-2.
26. Carvalho, S. W., Muralidharan, E., & Bapuji, H. (2015). Corporate social `irresponsibility': Are consumers' biases in attribution of blame helping companies in product-harm crises involving hybrid products? Journal of Business Ethics, 130, 651-663.
27. Chase, R. B., & Dasu, S. (2014). Experience psychology -a proposed new subfield of service management. Journal of Service Management, 25(5), 574-577. https://doi.org/10.1108/JOSM-03-2014-0094.
28. Chen, S., Zhang, J., Gao, H., Yang, Z., & Mather, D. (2022). Trust erosion during industry-wide crises: The central role of consumer legitimacy judgement. Journal of Business Ethics, 175, 95-116.
29. Cleeren, K., Dekimpe, M., & Van Heerde, H. (2017). Marketing research on product-harm crises: A review, managerial implications, and an agenda for future research. Journal of the Academy of Marketing Science, 45(5), 593-615.
30. Cleeren, K., van Heerde, H., & Dekimpe, M. (2013). Rising from the ashes: How brands and categories can overcome product-harm crises. Journal of Marketing, 77(2), 58-77.
31. Clemente, M., & Gabbioneta, C. (2017). How does the media frame corporate scandals? The case of German newspapers and the Volkswagen diesel scandal. Journal of Management Inquiry, 26(3), 287-302.
32. Coombs, W.T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review 10 (3): 163-176. https://doi.org/10.1057/palgrave.crr.1550049.
33. Coombs, W.T., and E.R. Tachkova. (2019). Scansis as a unique crisis type: Theoretical and practical implications. Journal of Communication Management 23 (1): 72-88. https://doi.org/10.1108/JCOM-08-2018-0078.
34. Correia Loureiro, S. M., & Kaufmann, H. R. (2012). Explaining Love of Wine Brands. Journal of Promotion Management, 18, 329-343. https://doi.org/10.1080/10496491.2012.696460.
35. Cowan, Kirsten, and Francisco Guzman. (2020). How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study. Journal of Business Research 117: 683-93.
36. Cuong, D. T. (2020). Impact of Customer Satisfaction and Brand Image on Brand Loyalty. Research in Dynamical & Control Systems, 12(6), 2-10. https://doi.org/10.5373/JARDCS/V12I6/S20201280.
37. Dahl, D. (2013). Social influence and consumer behaviour. Journal of Consumer Research, 40(2), 3-5.
38. Dahlsrud, Alexander. (2008). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management 15: 1-13.
39. Dawar, N., & Pillutla, M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215-226.
40. Dewan, Y., & Jensen, M. (2020). Catching the big fish: The role of scandals in making status a liability. Academy of Management Journal, 63(5), 1652-1678.
41. Doherty, D., C.M. Dowling, and M.G. Miller. (2011). Are financial or moral scandals worse? It depends. PS: Political Science & Politics 44 (4): 749-757. https://doi.org/10.1017/S104909651 1001247.
42. Dong, Yufei. (2016). Whom Your Brand Is More Like? Analysis of Brand Image and Brand Personality. In 2016 International Conference on Contemporary Education, Social Sciences and Humanities. Dordrecht: Atlantis Press, pp. 370-74.
43. Drennan, J. et al. (2015). Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. Journal of HospitalityManagement, 49, 47-55. https://doi.org/https://dx.doi.org/10.1016/j.ijhm.2015.04.012.
44. Dunn, K., & Harness, D. (2018). Communicating corporate social responsibility in a social world: The effects of company-generated and user-generated social media content on CSR attributions and scepticism. Journal of Marketing Management, 34(17-18), 1503-1529.
45. Fetscherin, M., Boulanger, M., Souki, G. Q., & Goncalves Filho, C. (2014). The Effect of Product Category on Consumer Brand Relationships. The Journal of Product and Brand Management, 23(2), 78-89. https://doi.org/https://doi.org/10.1108/JPBM-05-2013-0310.
46. Folkes, V. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10(4), 398-409.
47. Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management, 25(6), 608-619.
48. Gabrielli, V., I. Baghi, and F. Bergianti. (2021). Brand scandals within a corporate social responsibility partnership: Asymmetrical effects on for-profit and non-profit brands. Journal of Marketing Man- agement 37 (15-16): 1573-1604. https://doi.org/10.1080/02672 57X.2021.1928267.
49. Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7, 2-19. https://doi.org/10.1080/23311908.2020.1782098.
50. Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16-38. https://doi.org/10.1108/ramj-05-2020-0024.
51. Grégoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38, 738-758.
52. Guèvremont, A., and B. Grohmann. (2018). Does brand authenticity alle- viate the effect of brand scandals? Journal of Brand Management 25 (4): 322-336. https://doi.org/10.1057/s41262-017-0084-y.
53. Haas-Kotzegger, U., & Schlegelmilch, B. (2013). Conceptualizing consumers' experiences of product-harm crises. Journal of Consumer Marketing, 30(2), 112-120.
54. Hansen, N., A.-K. Kupfer, and T. Hennig-Thurau. (2018). Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands. International Journal of Research in Marketing 35 (4): 557-574. https://doi.org/10. 1016/j.ijresmar.2018.08.001.
55. Harjoto, Maretno Agus, and Jim Salas. (2017). Strategic and institutional sustainability: Corporate social responsibility, brand value, and Interbrand listing. Journal of Product & Brand Management 26: 545-58.
56. He, H. and Mukherjee, A. (2007), I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?, Journal of Marketing Management, Vol. 23 Nos 5/6, pp. 443-460.
57. He, Hongwei, and Yan Li. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics 100: 673-88.
58. Hegner, S.M. and Jevons, C. (2016), Brand trust: a cross-national validation in Germany, India, and South Africa, Journal of Product & Brand Management, Vol. 25 No. 1, pp. 58-68.
59. Hegner, S.M., A.D. Beldad, and A.-L. Kraesgenberg. (2016). The impact of crisis response strategy, crisis type, and corporate social responsibility on post-crisis consumer trust and purchase inten- tion. Corporate Reputation Review 19 (4): 357-370. https://doi. org/10.1057/s41299-016-0007-y.
60. Hegner, S.M., Beldad, A.D. and Hulzink, R. (2018), An experimental study into the effects of self-disclosure and crisis type on brand evaluations - the mediating effect of blame attributions, Journal of Product & Brand Management, Vol. 27 No. 5, pp. 534-544.
61. Hu, J., Liu, X., Wang, S. and Yang, Z. (2012), The role of brand image congruity in consumers' brand preference, Journal of Product & Brand Management, Vol. 21 No. 1, pp. 26-34.
62. Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management, 21(2), 98-108. https://doi.org/10.1108/10610421211215517.
63. Islam, Tahir, Rauf Islam, Abdul Hameed Pitafi, Liang Xiaobei, Mahmood Rehmani, Muhammad Irfan, and Muhammad Shujaat Mubarak. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption 25: 123-35.
64. Iðoraitë, M. (2018). Brand image theoretical aspects. Integrated Journal of Business and Economics, 2(1), 116. doi:10.33019/ijbe.v2i1.64.
65. Janney, J. J., & Gove, S. (2011). Reputation and corporate social responsibility aberrations, trends, and hypocrisy: Reactions to firm choices in the stock option backdating scandal. Journal of Management Studies, 48(7), 1562-1585.
66. Jong, W., and V. van der Linde. (2022). Clean diesel and dirty scandal: The echo of Volkswagen's dieselgate in an intra-industry setting. Public Relations Review 48 (1): 102146. https://doi.org/10.1016/j. pubrev.2022.102146.
67. Kapoor, S., S. Banerjee, and P. Signori. (2022). The role of retailers during brand scandals: Insights from a case study. International Journal of Retail & Distribution Management 50 (2): 276-298. https://doi.org/10.1108/IJRDM-04-2021-0153.
68. Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand Love And Positive Word Of Mouth: The Moderating Effects Of Experience And Price. Journal of Product and Brand Management, 25(6), 1-33. https://doi.org/https://doi.org/10.1108/JPBM-03-2015-0834
69. Karl Grebe, S. (2013). Things can get worse. Corporate Communica- tions: An International Journal 18 (1): 70-86. https://doi.org/10. 1108/13563281311294137.
70. Kelley, H., & Michela, J. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457-501.
71. Khamitov, M., Gregoire, Y., & Suri, A. (2020). A systematic review of brand transgression, service failure recovery and product-harm crisis: Integration and guiding insights. Journal of the Academy of Marketing Science, 48(3), 519-542.
72. Khan, I., & Rahman, Z. (2016). Retail brand experience: scale development and validation. Journal of Product and Brand Management, 25(5), 435-451. https://doi.org/10.1108/JPBM-07-2015-0943.
73. Khan, I., & Rahman, Z. (2017). Development of a scale to measure hotel brand experiences. International Journal of Contemporary Hospitality Management, 29(1), 268-287. https://doi.org/10.1108/IJCHM-08-2015-0439
74. Khudhair, Harith Yas, Ahmad Jusoh, Abbas Mardani, and Khalil Md Nor. (2019). Quality seekers as moderating effects between service quality and customer satisfaction in airline industry. International Review of Management and Marketing 9: 74.
75. Kim, Woohyoung, Hyun Kim, and Jinsoo Hwang. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services 53: 101963.
76. Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
77. Kodua, Prince, Charles Blankson, Swati Panda, Thuy Nguyen, Robert E. Hinson, and Bedman Narteh. (2022). The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value. Journal of African Business 23: 1088-108.
78. Kuchmaner, C., Wiggins, J., & Grimm, P. (2019). The role of network embeddedness and psychological ownership in consumer responses to brand transgressions. Journal of Interactive Marketing, 47, 129-143.
79. Lange, D., & Washburn, N. (2012). Understanding attributions of corporate social irresponsibility. Academy of Management Review, 37(2), 300-326.
80. Laroche, M., Habibi, M. R., & Richard, M. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82. doi:10.1016/j.ijinfomgt.2012.07.003
81. Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 152-175. https://doi.org/10.1108/SJME-05-2020- 0086.
82. Lee, Soyeun, Heesup Han, Aleksandar Radic, and Beenish Tariq. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management 45: 348-58.
83. Lei, J. and Lemmink, D.J. (2008), Negative spillover in brand portfolios: exploring the antecedents of asymmetric effects, Journal of Marketing, Vol. 72 No. 3, pp. 111-123.
84. Lei, J., Dawar, N., & Gurhan-Canli, Z. (2012). Base-rate information in consumer attributions of product-harm crises. Journal of Marketing Research, 49(3), 336-348.
85. Leone, Robert P., Vithala R. Rao, Kevin Lane Keller, Anita Man Luo, Leigh McAlister, and Rajendra Srivastava. (2006). Linking brand equity to customer equity. Journal of Service Research 9: 125-38.
86. Lerro, M., Raimondo, M., Stanco, M., Nazzaro, C. and Marotta, G. (2019), Cause-related marketing among millennial consumers: the role of trust and loyalty in the food industry, Sustainability, Vol. 11 No. 2, p. 535.
87. Li, L., Z. Wang, Q. Zhang, and H. Wen. (2020). Effect of anger, anxiety, and sadness on the propagation scale of social media posts after natural disasters. Information Processing & Management 57 (6): 102313. https://doi.org/10.1016/j.ipm.2020.102313.
88. Liu, F., Li, J., Mizerski, D. and Soh, W. (2012), Self-congruity, brand attitude, and brand loyalty: a study on luxury brands, European Journal of Marketing, Vol. 46 Nos 7/8, pp. 922-937.
89. Liu, X., H.M. Lischka, and P. Kenning. (2018). Asymmetric cognitive, emotional and behavioural effects of values-related and performance-related negative brand publicity. Journal of Product & Brand Management 27 (2): 128-145. https://doi.org/10.1108/ JPBM-11-2016-1351.
90. Liu, X., Shi, T., Zhou, G., Liu, M., Yin, Z., Yin, L., & Zheng, W. (2023). Emo tion classification for short texts: An improved multi-label method. Humanities and Social Sciences Communications, 10(1), 1-9.
91. Liu, X., Zhou, G., Kong, M., Yin, Z., Li, X., Yin, L., & Zheng, W. (2023). Developing multi-labelled corpus of twitter short texts: A semi-automatic method. Systems, 11(8), 390.
92. Liu, Y., & Shankar, V. (2015). The dynamic impact of product-harm crises on brand preference and advertising effectiveness: An empirical analysis of the automobile industry. Management Science, 61(10), 2514-2535.
93. Loureiro, S. M. C., Guerreiro, J., & Tussyadiah, I. (2021). Artificial intelligence in business: State of the art and future research agenda. Journal of Business Research, 129, 911-926. https://doi.org/10.1016/j.jbusres.2020.11.001.
94. Lu, S., Liu, M., Yin, L., Yin, Z., Liu, X., & Zheng, W. (2023). The multi-modal fusion in visual question answering: A review of attention mecha- nisms. PeerJ Computer Science, 9, e1400.
95. Ma, J., Y.K. Tse, Y. Sato, M. Zhang, and Z. Lu. (2021). Exploring the social broadcasting crisis communication: Insights from the mars recall scandal. Enterprise Information Systems 15 (3): 420-443. https://doi.org/10.1080/17517575.2020.1765023.
96. Maldonado-Guzman, Gonzalo, Sandra Yesnia Pinzon-Castro, and Cid Leana-Morales. (2017). Corporate Social Responsibility, Brand Image and Firm Reputation in Mexican Small Business. Journal of Management and Sustainability 7: 38.
97. Malmelin, Nando, and Johanna Moisander. (2014). Brands and Branding in Media Management-Toward a Research Agenda. JMM International Journal on Media Management 16: 9-25.
98. Mandl, L., & Hogreve, J. (2020). Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors. Journal of Business Research, 107, 130-137.
99. Marcus, A. A., & Goodman, R. S. (1991). Victims and shareholders: The dilemmas of presenting corporate policy during a crisis. Academy of Management Journal, 34(2), 281-305.
100. Martínez, Patricia, Andrea Pérez, and Ignacio Rodríguez Del Bosque. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administracion 27: 267-83.
101. Mazodier, M. and Merunka, D. (2012), Achieving brand loyalty through sponsorship: the role of fit and self-congruity, Journal of the Academy of Marketing Science, Vol. 40 No. 6, pp. 807-820.
102. Meng, J. (2022a). Information acquisition, persuasion, and group conformity of online tribalism: Does user activeness matter? International Journal of E-Business Research (IJEBR), 18(2), 1-23.
103. Meng, J. (2022b). The more we know, the more likely we may agree? Telematics and Informatics, 70, 101807.
104. Milan, G. S., Eberle, L., de Toni, D., & Fortes, V. M. M. (2021). The formation of the loyalty of a soft drink brand. Revista Brasileira de Marketing, 20(1), 148-174. https://doi.org/10.5585/remark.v20i1.15695.
105. Mohammed, Abdulalem, and Basri Rashid. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of Social Sciences 39: 358-64.
106. Nguyen, Thi Hong Nguyet, Nguyen Khanh Hai Tran, and Khoa Do. (2022). An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry. Corporate Social Responsibility and Environmental Management. Early View.
107. Okoye, Adaeze. (2009). Theorising Corporate Social Responsibility as an Essentially Contested Concept: Is a Definition Necessary? Journal of Business Ethics 89: 613-27.
108. Othman, Nor Zalina, and Mohamad Abdullah Hemdi. (2015). Predictors of guest retention: Investigating the role of hotel's corporate social responsibility activities and brand image. In Theory and Practice in Hospitality and Tourism Research. Chennai: CRC Press, pp. 139-44.
109. Özcan, Fatih, and Meral Elçi. (2020). Employees' Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation. SAGE Open 10: 2158244020972372.
110. Palací, Francisco, Alejandro Salcedo, and Gabriela Topa. (2019). Cognitive and affective antecedents of consumers' satisfaction: A systematic review of two research approaches. Sustainability 11: 431.
111. Piazza, A., & Jourdan, J. (2018). When the dust set- tles: The consequences of scandals for organi- zational competition. Academy of Management Journal, 61, 165-190.
112. Popp, B., & Wilson, B. (2018). Investigating the role of identification for social networking Facebook brand pages. In Computers in Human Behavior (Vol. 84). https://doi.org/10.1016/j.chb.2018.01.033.
113. Prayag, Girish, Saman Hassibi, and Robin Nunkoo. (2019). A systematic review of consumer satisfaction studies in hospitality journals: Conceptual development, research approaches and future prospects. Journal of Hospitality Marketing and Management 28: 51-80.
114. Rauschnabel, P.A., N. Kammerlander, and B.S. Ivens. (2016). Collaborative brand attacks in social media: exploring the antecedents, characteristics, and consequences of a new form of brand crises. Journal of Marketing Theory and Practice 24 (4): 381-410. https://doi.org/10.1080/10696679.2016.1205452.
115. Ries, A., & Ries, L. (2005). The origin of brands: How product evolution creates endless possibilities for new brands. Harper Collins Publisher.
116. Rivera, José Javier, Enrique Bigne, and Rafael Curras-Perez. (2016). Effects of corporate social responsibility perception on consumer satisfaction with the brand. Spanish Journal of Marketing-ESIC 20: 104-14.
117. Robson, J., & Farquhar, J. (2021). Recovering the corporate brand: Lessons from an industry crisis. European Journal of Marketing, 55(7), 1954-1978.
118. Roy, S. K., Eshghi, A., & Sarkar, A. (2012). Antecedents and consequences of brand love. Journal of Brand Management, 1-8. https://doi.org/10.1057/bm.2012.24.
119. Schau, H. J., Muñiz, A. M., Jr., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
120. Shaw, D., McMaster, R., & Newholm, T. (2016). Care and commitment in ethical consumption: An exploration of the `attitude-behaviour gap'. Journal of Business Ethics, 136(2), 251-265.
121. Shugan, S. M. (2005). Brand loyalty programs: Are they shams? Marketing Science, 24(2), 185-193. doi:10.1287/mksc.1050.0124.
122. Singh, Varsha, Sakshi Kathuria, Deepika Puri, and Bharat Kapoor. (2023). Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition. Corporate Social Responsibility and Environmental Management.
123. Sop, S.A. and Kozak, N. (2019), Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty, Journal of Hospitality Marketing & Management, Vol. 28 No. 8, pp. 926-956.
124. Srivastava, Gautam. (2019). Impact of CSR on Company's Reputation and Brand Image. Global Journal of Enterprise Information System 11: 8-13.
125. Sun, Wenbin, and Kexiu Cui. (2014). Linking corporate social responsibility to firm default risk. European Management Journal 32: 275-87.
126. Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product and Brand Management, 25(5), 424-434. https://doi.org/10.1108/JPBM-05-2015-0879.
127. Tencent Net (2021), Tesla's attitude towards customer rights, October 14, available at: https://new.qq.com/omn/20211014/20211014A04BRK00.html.
128. Thaler, V.S., U. Herbst, and M.A. Merz. (2018). A real product scan- dal's impact on a high-equity brand: A new approach to assessing scandal impact. Journal of Product & Brand Management 27 (4): 427-439. https://doi.org/10.1108/JPBM-05-2017-1469.
129. Tillmann, W., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77-91.
130. Valaei, N. (2017). Crafing experiential value via smartphone apps channel. Marketing Intelligence & Planning, 35(5), 688-702. https://doi.org/DOI 10.1108/MIP-08-2016-0141.
131. Vassilikopoulou, A., Lepetsos, A., & Siomkos, G. (2018). Crises through the consumer lens: The role of trust, blame and risk. The Journal of Consumer Marketing, 35(5), 502-511.
132. Votaw, Dow. (1972). Genius Becomes Rare: A Comment on the Doctrine of Social Responsibility Pt. I. California Management Review 15: 25-31.
133. Weiner, B. (1980). A cognitive attribution-emotion-action model of motivated behavior: An analysis of judgments of help-giving. Journal of Personality and Social Psychology, 39(2), 186-200.
134. Whelan, J., & Dawar, N. (2016). Attributions of blame following a product-harm crisis depend on consumers' attachment styles. Marketing Letters, 27(2), 285-294.
135. Whelan, J., & Dawar, N. (2016). Attributions of blame following a product-harm crisis depend on consumers' attachment styles. Marketing Letters, 27(2), 285-294.
136. Yu, M., Liu, F. and Lee, J. (2019), Consumers' responses to negative publicity: the influence of culture on information search and negative word-of-mouth, Journal of Brand Management, Vol. 26 No. 2, pp. 141-156.
137. Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38-47.
138. Zavyalova, A., Pfarrer, M. D., Reger, R. K., & Hubbard, T. D. (2016). Reputation as a benefit and a burden? How stakeholders' organizational identification affects the role of reputation following a negative event. Academy of Management Journal, 59(1), 253-276.
139. Zhang, Qingyu, and Sohail Ahmad. (2022). Linking Corporate Social Responsibility, Consumer Identification and Purchasing Intention. Sustainability 14: 12552.
140. Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 03(01), 58-62. doi:10.4236/ojbm.2015.31006.
141. Zhao, D., F. Wang, J. Wei, and L. Liang. (2013). Public reaction to information release for crisis discourse by organization: Integration of online comments. International Journal of Information Management 33 (3): 485-495. https://doi.org/10.1016/j.ijinfomgt.2013.01.003.
142. Zhao, S., Shi, A., An, H., Zhou, H., & Hu, F. (2023). Does the low- carbon city pilot contribute to the blue sky defense? Evidence from China. Environmental Science and Pollution Research, 30(35), 84595-84608.
143. Zhao, S., Zhang, L., An, H., Peng, L., Zhou, H., & Hu, F. (2023). Has China's low-carbon strategy pushed forward the digital transformation of manufacturing enterprises? Evidence from the low-carbon city pilot policy. Environmental Impact Assessment Review, 102, 107184.
144. Zhao, X., M. Zhan, and B.F. Liu. (2018). Disentangling social media influence in crises: Testing a four-factor model of social media influence with large data. Public Relations Review 44 (4): 549-561. https://doi.org/10.1016/j.pubrev.2018.08.002.
145. Zheng, B., G. Bi, H. Liu, and P.B. Lowry. (2020). Corporate crisis management on social media: A morality violations perspective. Heliyon 6 (7): e04435-e04435. https://doi.org/10.1016/j.heliyon.2020.e04435.
146. Zheng, B., H. Liu, and R.M. Davison. (2018). Exploring the relationship between corporate reputation and the public's crisis communication on social media. Public Relations Review 44 (1): 56-64. https://doi.org/10.1016/j.pubrev.2017.12.006.
147. Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influencers' perceived influencing power on social media plat- forms? The mere number effect and boundary conditions. Journal of Business Research, 158, 113589.
148. Zollo, L. (2020). The consumers' emotional dog learns to persuade its rational tail: Toward a social intuitionist framework of ethical consumption. Journal of Business Ethics, 168(2), 295-313.
Ðàçìåùåíî íà Allbest.ru
Ïîäîáíûå äîêóìåíòû
The concept of brand capital. Total branded product name for the whole company. Nestle as the largest producer of food in the world. Characteristics of technical and economic indicators. Nestle company’s brands. SWOT-analysis and Nestle in Ukraine.
êóðñîâàÿ ðàáîòà [36,2 K], äîáàâëåí 17.02.2012Èñòîðèÿ è ïðè÷èíû äëÿ ðàçìåùåíèÿ product placement. Âèäû ðàçìåùåíèÿ product placement: âèçóàëüíûé; âåðáàëüíûé; êèíåñòåòè÷åñêèé. Îòíîøåíèå ÷èòàòåëüñêîé àóäèòîðèè ê ðàçìåùåíèþ òîðãîâîé ìàðêè â êíèãàõ. Ïëþñû è ìèíóñû ðîññèéñêîãî êíèæíîãî product placement.
êóðñîâàÿ ðàáîòà [40,9 K], äîáàâëåí 24.11.2010Èñòîðè÷åñêîå ðàçâèòèå è ñîâðåìåííîå ñîñòîÿíèå Product Placement. Ñêðûòàÿ ðåêëàìà â ÑÌÈ. Ïðàêòè÷åñêîå ïðèìåíåíèå Product Placement êàê èíñòðóìåíòà ìàðêåòèíãîâîãî PR â ÐÔ. Ñîöèîëîãè÷åñêîå èññëåäîâàíèå Product Placement â ðîññèéñêîì êèíî, åãî ïðåèìóùåñòâà.
êóðñîâàÿ ðàáîòà [332,4 K], äîáàâëåí 09.06.2014The collection and analysis of information with a view of improving the business marketing activities. Qualitative & Quantitative Research. Interviews, Desk Research, Test Trial. Search Engines. Group interviews and focus groups, Secondary research.
ðåôåðàò [12,5 K], äîáàâëåí 17.02.2013Product Placement â êíèæíûõ èçäàíèÿõ: âèäû, ïðåèìóùåñòâà è íåäîñòàòêè. Õàðàêòåðèñòèêà îòå÷åñòâåííîãî ðûíêà êíèæíîé ïðîäóêöèè: îñíîâíûå èãðîêè. Ïîïóëÿðíûå æàíðû õóäîæåñòâåííîé ëèòåðàòóðû è àâòîðû äëÿ ðàçìåùåíèÿ Product Placement, èõ öåëåâàÿ àóäèòîðèÿ.
äèïëîìíàÿ ðàáîòà [119,9 K], äîáàâëåí 19.07.2011Èñòîðèÿ ðàçâèòèÿ è õàðàêòåðèñòèêà îñíîâíûõ äîñòîèíñòâ è íåäîñòàòêîâ Product Placement â ðîññèéñêîé êèíîèíäóñòðèè êàê ðåêëàìíîãî ïðè¸ìà, çàêëþ÷àþùåãîñÿ â èñïîëüçîâàíèè ðåàëüíîãî êîììåð÷åñêîãî áðåíäà â êà÷åñòâå ðåêâèçèòà. Ïðèìåíåíèå ðåêëàìíîãî ëîãîòèïà.
êóðñîâàÿ ðàáîòà [98,6 K], äîáàâëåí 06.01.2011Ñêðûòàÿ ðåêëàìà, åå ïîíÿòèå, õàðàêòåðèñòèêè è âèäû. Product placement êàê ðàçíîâèäíîñòü ñêðûòîé ðåêëàìû è òåõíèêà åãî ýôôåêòèâíîãî ïðèìåíåíèÿ, åå îòëè÷èÿ îò äðóãèõ âèäîâ ðåêëàìû. Ïðàâîâûå îñíîâû ðàçìåùåíèÿ Product placement â ñîâðåìåííîé òåëåïðîäóêöèè.
êóðñîâàÿ ðàáîòà [895,1 K], äîáàâëåí 19.10.2010Research tastes and preferences of consumers. Segmenting the market. Development of product concept and determine its characteristic. Calculating the optimal price at which the firm will maximize profits. Formation of optimal goods distribution.
êóðñîâàÿ ðàáîòà [4,4 M], äîáàâëåí 09.08.2014Èñòîðèÿ âîçíèêíîâåíèÿ, ïîíÿòèå, ñóùíîñòü ðåêëàìû. Êëàññèôèêàöèÿ ïî òèïó ðàçìåùåíèÿ, â çàâèñèìîñòè îò îáúåêòà, ïðåèìóùåñòâà è íåäîñòàòêè ÐÐ. Ïðàâîâîå ðåãóëèðîâàíèå Product Placement. Ðàçðàáîòêà ñòðàòåãèè ïðèìåíåíèÿ äëÿ ïðîäâèæåíèÿ ïðîäóêöèè êîìïàíèè ASICS.
äèïëîìíàÿ ðàáîòà [1,0 M], äîáàâëåí 23.08.2017The history of the company. Entering the market of pastas and the present position of the company. The problem of the company. The marketing research. The history of the market of pastas of Saint Petersburg and its present state.
êóðñîâàÿ ðàáîòà [28,2 K], äîáàâëåí 03.11.2003
