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• W2013558427 endingPage "542" @default.
• W2013558427 startingPage "532" @default.
• W2013558427 abstract "Purpose – The purpose of this study is to investigate differences in consumer reactions to high- versus low-equity brands in terms of consumer attitude toward the brand, involvement with the brand, company credibility and consumer purchase intentions. Design/methodology/approach – Experimental procedure is conducted to test three hypotheses using 317 consumer participants. The experiment is carried out comparing a high-equity personal computer (PC) brand and a low-equity PC brand involved in product-harm crisis. Findings – The results indicate that, in the case of product-harm crisis, negative consumer perceptions regardless of brand equity level; less negative perceptions for a high-equity brand than for a low-equity brand; and smaller loss in consumer perceptions for a high-equity brand than for a low-equity brand. Research limitations/implications – The findings highlight the importance of brand equity in crisis management explained by covariation theory of attributions. Practical implications – Although product-harm crisis is inevitable for many firms, continuous investment in brand equity can mitigate the negative consequences. Originality/value – Product-harm crisis can pose serious consequences for firms on both financial and intangible dimensions. Given the occurrence of numerous product-harm crises involving both reputable and less known brands, it is important to consider potential influences of brand equity on consumer reactions to such crisis." @default.
• W2013558427 created "2016-06-24" @default.
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• W2013558427 date "2014-11-11" @default.
• W2013558427 modified "2023-09-26" @default.
• W2013558427 title "When a brand caught fire: the role of brand equity in product-harm crisis" @default.
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• W2013558427 doi "https://doi.org/10.1108/jpbm-01-2014-0477" @default.
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