The boomerang effect of brand personality congruency in a product-harm crisis

• Published in: Australian journal of management Vol. 45; no. 4; pp. 645 - 661
• Main Authors: Kim, Tom Joonhwan, Yi, Youjae, Choi, Jongan
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01.11.2020; Sage Publications Ltd
• Subjects: Attribution (Social psychology); Brand name products; Consumers; Disappointment; Evaluation; Marketing; disappointment; brand personality; Attribution; product-harm crisis

This research examines how personality congruency between brands and consumers affect consumers' attribution and brand evaluation in a product-harm crisis. Results show that the negative influence of a product-harm crisis on brand evaluation is stronger for consumers with high personality congr...