Kim, Sojung; Yim, Mark Yi-Cheon - In: Journal of Product & Brand Management 31 (2021) 1, pp. 56-72
Purpose: This study aims to examine how culture influences consumer attitudes toward the brands of products they own during a product-harm crisis. To this end, average consumers from two countries - the USA, representing a highly individualistic society and China, a less individualistic (i.e....