Through three related studies, this project compares and contrasts Australian and Chinese consumers' responses to negative publicity, including brand attitude, information search intention, negative word-of-mouth intention, and purchasing intention towards the brand affected by negative publicity. The project also examines the influence of culture, product category and information severity on consumers' responses to negative publicity. The findings contribute to the literature on cross cultural studies, attribution, information search, and word-of-mouth. The results also have important practical implications for international marketers. Different approaches should be developed such as encouraging consumers to search for more information but preventing consumers from spreading negative word-of-mouth.
|Qualification||Doctor of Philosophy|
|Award date||12 Apr 2017|
|Publication status||Unpublished - 2016|