We stand by our brand: Consumers’ post-food safety crisis purchase intention and moral reasoning

Yu, Heyao; Legendre, Tiffany S.; Ma, Jing

doi:10.1016/j.jbusres.2021.04.020

Cited by 24 publications

(26 citation statements)

References 46 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Adapting Yu et al ’s (2021) approach, we conducted a correlational study by choosing the M&A of Whataburger as the real-life scenario and recruiting participants from a population that is strongly relevant to the selected event (i.e. Texas customers who are familiar with Whataburger and tie to the brand).…”

Section: Methodsmentioning

confidence: 99%

Brand betrayal and moral judgment: consumers’ responses to M&A of local foodservice brands

Legendre

Jung

2022

IJCHM

View full text Add to dashboard Cite

Purpose Mergers and acquisitions (M&As) are typical corporate strategies that provide hospitality business competitiveness. However, some recent evidence shows that when the merged and acquired (M&Aed) restaurants have strong local characteristics, consumers feel betrayed and perceive the M&As, legitimate business activities, as immoral actions. Building upon expectancy violation theory and moral foundation theory, this study aims to examine the moderating role of locavorism on the indirect effects of preexisting relationship quality on desire for avoidance and psychological loss through brand betrayal and moral judgment. Design/methodology/approach This study used the M&A of Whataburger chain restaurant as the scenario and recruited 399 Texas Whataburger consumers. A moderated mediation model was developed to examine the mechanisms through which preexisting relationship quality on negative responses to M&A of local restaurants. Findings The results showed preexisting relationship quality influences desire for avoidance and psychological loss negatively through brand betrayal and moral judgment. The indirect effects of relationship quality on the desire for avoidance and psychological loss become more accentuated among locavores. Practical implications The results implied that merging and acquiring (M&Aing) companies should closely monitor consumer dialogues to promptly respond to post-M&A uncertainties when M&Aed company has a strong local identity. Originality/value The unique contribution of this study is showing why consumers have extreme negative emotions and judgment of immorality when M&A decisions are made for local hospitality brands through the lens of brand betrayal and moral foundation theory. The results can help M&Aing companies mitigate consumers’ negative responses to M&A of local restaurants.

show abstract

Section: Methodsmentioning

confidence: 99%

Brand betrayal and moral judgment: consumers’ responses to M&A of local foodservice brands

Legendre

Jung

2022

IJCHM

View full text Add to dashboard Cite

show abstract

“…When religiously positioned brands engage in nonreligiousness-related controversies, extrinsic religiosity should lead to forgiveness and subsequently more positive brand loyalty. Yu et al (2021) found that high brand identification leads to the use of moral decoupling when a brand has a controversial service failure (this service failure was not motivated by the brand's core values). As extrinsic religiosity leads to ingroup loyalty (Arli et al, 2021), this should lead to greater identification with religiously positioned brands.…”

Section: Effects Of Religiosity On Brand Loyaltymentioning

confidence: 99%

“…Yu et al (2021) found that high brand identification leads to the use of moral decoupling when a brand has a controversial service failure (this service failure was not motivated by the brand’s core values). As extrinsic religiosity leads to ingroup loyalty (Arli et al , 2021), this should lead to greater identification with religiously positioned brands.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…As extrinsic religiosity leads to ingroup loyalty (Arli et al , 2021), this should lead to greater identification with religiously positioned brands. Similar to Yu et al (2021), brand identification driven by extrinsic religiosity should lead to moral decoupling for extrinsically religious consumers when religiously positioned brands engage in controversial actions that are not based on religious values. Thus, when religiously positioned brands engage in nonreligiousness-related controversies, extrinsic religiosity should lead to moral decoupling and subsequently more positive brand loyalty.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Consumers’ responses to moral controversies of religiously positioned brands: the effects of religiosity on brand loyalty

Chowdhury

Arli

2022

EJM

View full text Add to dashboard Cite

Purpose This study aims to examine how religiosity influences brand loyalty toward religiously positioned brands (Chick-fil-A, Forever 21, etc.) when these brands engage in morally controversial actions. Design/methodology/approach Study 1 investigates how religiosity affects brand loyalty when religiously positioned brands engage in religiousness-related vs nonreligiousness-related morally controversial actions. Study 2 examines several psychological processes (reactance, forgiveness and moral decoupling) as mediators of the effects of intrinsic religiosity and extrinsic religiosity on brand loyalty for controversial religious brands. Findings Study 1 demonstrates that religiosity leads to positive brand loyalty for religiously positioned brands in the case of both religiousness-related and nonreligiousness-related controversies. Study 2 reveals that intrinsic religiosity (extrinsic religiosity) leads to brand loyalty through moral decoupling and forgiveness, but not through reactance, when religious brands engage in religiousness-related (nonreligiousness-related) controversies. Research limitations/implications This research focuses on the effects of religiosity on brand loyalty for morally controversial religious brands but does not examine the effects of religious affiliation (Christianity, Islam, Hinduism, etc.). The samples include only US residents. Practical implications Religious positioning of brands can engender brand loyalty for consumers with high levels of intrinsic religiosity and/or extrinsic religiosity, even when these brands engage in morally controversial actions. Originality/value This research shows that religiosity affects brand loyalty for morally controversial religious brands and demonstrates that psychological processes used by consumers to justify support for morally controversial religious brands depend on type of religiosity (intrinsic vs extrinsic) and type of controversy (religiousness-related and nonreligiousness-related).

show abstract

“…The risk of a poor food supply chain can result in a negative response from consumers so that the frequency of product purchases will be reduced (H. Yu, Legendre, & Ma, 2021). One of the best ways to address risk in food products is through the supply chain with a risk-based management approach (Uyttendaele, Boeck, & Jacxsens, 2016).…”

Section: Introductionmentioning

confidence: 99%

Risk Evaluation Model in Food Supply Chain Using Integration Grey-Dematel-ism

Saragih

Vanany²

2022

JICP

View full text Add to dashboard Cite

The food supply chain has a complex structure because it is a perishable product and involves many stakeholders. Because of this complexity, the food supply chain will confront a few sorts of risks. This study means to create a risk assessment model in the food supply chain. Pareto analysis was used to identify risks based on the responses of 5 experts from companies and academics in the food sector. Then, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method based on grey system theory was utilized to evaluate the causal relationship between identified risks in the food supply chain. Furthermore, the grey-DEMATEL method was developed by combining it with the Interpretive Structural Modeling (ISM) method which can construct and visualize the relationship between risks into a graphic diagram. By integrating the three methods, three critical risks are found is lack of skilled labor, legal and regulatory, and communication failures. The results of this study can help companies to formulate risk mitigation strategies that have been identified in the food supply chain. This research can be expanded by verifying the data statistically using the system dynamics modeling (SDM) method or other statistical methods.

show abstract

We stand by our brand: Consumers’ post-food safety crisis purchase intention and moral reasoning

Cited by 24 publications

References 46 publications

Brand betrayal and moral judgment: consumers’ responses to M&A of local foodservice brands

Brand betrayal and moral judgment: consumers’ responses to M&A of local foodservice brands

Consumers’ responses to moral controversies of religiously positioned brands: the effects of religiosity on brand loyalty

Risk Evaluation Model in Food Supply Chain Using Integration Grey-Dematel-ism

Contact Info

Product

Resources

About