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Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises

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dc.contributor.authorSayin, Eda
dc.contributor.authorAydınoğlu, Nilüfer
dc.contributor.authorÖzsomer, Ayşegül
dc.contributor.authorGürhan Canli, Zeynep
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2025-01-13T16:44:22Z
dc.date.available2025-01-13T16:44:22Z
dc.date.issued2023-12-12
dc.description.abstractBuilding on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (vs. local) brands. Higher initial expectations for global brands are the underlying cause of this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis than when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/msword
dc.identifier.citationSayin, E., Aydınoğlu, N. Z., Özsomer, A., & Gürhan-Canlı, Z. (2024). Shifting standards in consumer evaluations of Global and Local Brands after product-harm crises. Journal of International Marketing, 32(3), 83-100. https://doi.org/10.1177/1069031X231222865
dc.identifier.doihttps://doi.org/10.1177/1069031X231222865
dc.identifier.issn1547-7215
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3442
dc.issue.number3
dc.journal.titleJournal of International Marketing
dc.language.isoen
dc.page.final100
dc.page.initial83
dc.page.total18
dc.publisherSage
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.titleShifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dc.volume.number32
dspace.entity.typePublication
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication.latestForDiscovery66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
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