Brand transgressions: How, when, and why home country bias backfires
Vasileios Davvetas,
Aulona Ulqinaku,
Constantine S. Katsikeas
Abstract:Despite heightened interest in brand transgressions among academics and practitioners, the literature remains silent about the influence of a brand’s origin on consumer responses to brand misconduct. This leaves managers unaware of how to adapt post-transgression recovery strategies at home and abroad. Contrary to the in-group country bias literature, we theorize an “origin-backfire” effect: consumers forgive domestic brand transgressions less. Analyzing experimental, social media, and secondary-longitudinal d… Show more
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