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Causal Attributions of Product Harm Crisis and Consumer Moral Reputation Toward the Wounded Company- How Does Societal Damage Matter?

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dc.contributor.author Samaraweera, GC
dc.date.accessioned 2020-12-15T10:37:50Z
dc.date.available 2020-12-15T10:37:50Z
dc.date.issued 2018
dc.identifier.uri http://ir.kdu.ac.lk/handle/345/2674
dc.description.abstract Despite large body of research on product harm crisis, wide spreading crises in the global market place induce the study to investigate the matter through a new empirical angle, i.e., company`s moral responsibility that reflects consumers` moral reputation toward the affected company. Societal damage significantly shapes consumers` moral reputation toward the affected company during product harm crises. Total 201 respondents participated in two crises grounds; company culpable and consumer culpable, in two cultures; China and Sri Lanka, showed that consumers` moral reputation toward the troubled company downgrades significantly during product harm crises regardless of the cause of the crisis. Perceived societal damage further downgrades the negative effect of company culpable crisis on consumers` moral reputation toward the troubled company. Interestingly perceived societal damage was insignificant when consumer himself culpable for the crisis. Further study showed that national culture significantly shapes consumers` moral reputational perceptions. Being consumers from a low uncertainty avoidance country, Chinese were morally disrepute the wounded company lower than their Sri Lankan counterparts. This study provides interesting theoretical and managerial implications in conjunction with future research directions for a sustainable marketing environment. en_US
dc.language.iso en en_US
dc.subject Causative Dimensions en_US
dc.subject Moral Reputation en_US
dc.subject Perceived Societal Damage en_US
dc.subject Product Harm Crisis en_US
dc.subject Uncertainty Avoidance en_US
dc.title Causal Attributions of Product Harm Crisis and Consumer Moral Reputation Toward the Wounded Company- How Does Societal Damage Matter? en_US
dc.type Article Full Text en_US
dc.identifier.journal KDU-IRC en_US
dc.identifier.pgnos 392-397 en_US


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