In today’s marketplace, consumers are often exposed to negative brand information, and prior research has found a detrimental impact of negative brand information. However, negative brand information may not always have negative consequences. The main objective of the current study is to investigate the influence of culture on consumers’ responses to negative publicity that differs in severity, including information search and negative word-of-mouth, in addition to brand attitudes and intentions.
|Publication status||Published - 29 Jun 2017|
|Event||The 10th Biennial Congress of the International Academy for Intercultural Research: Applying Research to Improve Intercultural Relations - College of Staten Island, New York, United States|
Duration: 25 Jun 2017 → 29 Jun 2017
|Conference||The 10th Biennial Congress of the International Academy for Intercultural Research|
|Period||25/06/17 → 29/06/17|