Xue, Rui; Qian, Gongming; Qian, Zhengming; Li, Lee - In: International Marketing Review 39 (2021) 1, pp. 120-141
Purpose: Customers often trace a product-harm crisis to the deviant firm's capability- or character-relevant issues. This study examines how capability- and character-based stigma associated with product-harm crises influence foreign customers' product preferences (i.e. brand affect and...