Not All Wrongdoers Are Equal in the Public Eye: A Moderated Mediation Model of Country Stereotypes, Condemning Emotions, and Retaliatory Intent in Corporate Crises

Barbarossa, Camilla; Mandler, Timo

doi:10.1177/1069031x20983806

Cited by 12 publications

(24 citation statements)

References 94 publications

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“…These findings complement those of previous studies (e.g. Barbarossa and Mandler, 2021; Barbarossa et al. , 2022; Khamitov et al.…”

Section: Introductionsupporting

confidence: 92%

“…Finally, it confirms the amplifying role of consumer animosity in brand nationality, UBA, and the desire for revenge/reconciliation in the brand scandal context. The findings advance our knowledge of how brand nationality and consumer animosity jointly affect UBA and subsequent revenge and reconciliation reactions (Barbarossa and Mandler, 2021; Barbarossa et al. , 2022; Fong et al.…”

Section: Introductionsupporting

confidence: 62%

“…Furthermore, scholars have shown that host-country consumers' positive stereotypes (perceived warmth) of a brand/company's COO decrease their blame attributions (Barbarossa et al. , 2016, 2018), condemning emotions and retaliatory intent (Barbarossa and Mandler, 2021; Barbarossa et al. , 2022), while increasing their reconciliation (willingness to give a second chance, Xu et al.…”

Section: Background Literaturementioning

confidence: 99%

“…Barbarossa et al. , 2016, 2018, 2022; Barbarossa and Mandler, 2021; Carvalho et al. , 2015; Laufer et al.…”

Section: Introductionmentioning

confidence: 99%

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Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals

Yuan,

Li,

Gao

2023

IMR

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PurposeThis study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline parties that caused the scandal. The authors termed this phenomenon upward blame attribution (UBA), shedding light on whether consumers in a host country indicate a higher UBA for a multinational (vs domestic) brand scandal, which in turn reinforces their revenge and impairs their reconciliation reactions, and whether these effects are contingent on consumer animosity.Design/methodology/approachTwo experimental studies were conducted with real and fictitious brand/product and country stimuli with 1,399 Chinese participants.FindingsBoth studies verified UBA and found that Chinese consumers' UBA is higher for multinational (vs domestic) brand scandals, which drives their stronger desire for revenge and weaker desire for reconciliation. Moreover, consumers with high (vs low) animosity toward a multinational brand's home country reported a higher UBA for the multinational (vs domestic) brand scandal, which in turn reinforces their desire for revenge and impairs their desire for reconciliation.Practical implicationsThe study provides new insights into host-country consumers' more severe UBA and responses toward multinational versus domestic brand scandals and the amplifying role of consumer animosity in these processes. It also has implications for mitigating host-country consumers' UBA and negative responses to multinational brand scandals.Originality/valueThis study contributes to the blame attribution literature by verifying consumers' UBA and the country-of-origin (COO) literature by revealing host-country consumers' higher UBA, stronger revenge desire and weaker reconcile desire toward multinational (vs domestic) brand scandals. It extends the knowledge regarding consumers' blame attributions toward the top management of a multinational (vs domestic) brand in scandals and the impact of such attributions.

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“…These findings complement those of previous studies (e.g. Barbarossa and Mandler, 2021; Barbarossa et al. , 2022; Khamitov et al.…”

Section: Introductionsupporting

confidence: 92%

Section: Introductionsupporting

confidence: 62%

Section: Background Literaturementioning

confidence: 99%

“…Barbarossa et al. , 2016, 2018, 2022; Barbarossa and Mandler, 2021; Carvalho et al. , 2015; Laufer et al.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals

Yuan,

Li,

Gao

2023

IMR

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“…Shea and Hawn (2019) found that national stereotypes play a role in the case of corporate social (ir)responsibility; companies from high-warmth (by default competent) countries receive lower corporate social responsibility (CSR) rewards and pay higher corporate social irresponsibility (CSI) penalties, but this effect is moderated by competence. However, another study reveals that warmth perception of a country can buffer condemning emotions and retaliatory intent toward an offending company from this country when it involves an ability (vs value) crisis, and this effect is underlined by decreased greed attribution (Barbarossa and Mandler, 2021). Overall, it appears that country warmth constitutes a security base preventing companies from being seriously hurt under conditions of irresponsibility or crisis.…”

Section: The Application Of the Scm In Marketingmentioning

confidence: 99%

Application of the stereotype content model in marketing: a three-level review and future research

Guo

Liu

Zhang

2022

JCMARS

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PurposeThe aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image) and micro (service providers, brands, advertising and promotions) levels.Design/methodology/approachThis paper collects, reviews and summarizes the relevant literature, and prospects future research directions from three levels on this research topic.FindingsFirst, the authors contend that competence primacy popularizes in the early work but warmth becomes more influential recently. Second, they identify and discuss two doubts of the SCM in marketing, namely the moral dimension and the link between brands as intentional agents framework (BIAF) and the brand personality theory. Finally, they suggest several research avenues for the use of SCM in marketing research, including research on nation branding, emerging global brands and Confucianist cultures at macro level, artificial intelligence and warmth-as-competence strategy at meso-level, and brand personality and the brand animal logo at micro level.Originality/valueAs an established framework in social psychology, the SCM has been increasingly applied in marketing research and a literature review in this light appears timely. This paper conducts for the first time a comprehensive review of the SCM in the marketing field on three levels, projects promising research directions, and thus contributes to the academia of marketing.

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Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country

Barbarossa

Buzeta

Pelsmacker

et al. 2022

International Business Review

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Not All Wrongdoers Are Equal in the Public Eye: A Moderated Mediation Model of Country Stereotypes, Condemning Emotions, and Retaliatory Intent in Corporate Crises

Cited by 12 publications

References 94 publications

Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals

Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals

Application of the stereotype content model in marketing: a three-level review and future research

Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country

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