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

Building 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 crea...

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Detalhes bibliográficos
Autores: Sayin, Eda, Aydınoğlu, Nilüfer, Özsomer, Ayşegül, Gürhan Canli, Zeynep
Formato: artículo
Fecha de publicación:2023
País:España
Recursos:IE
Repositorio:Repositorio IE
OAI Identifier:oai:repositorio.ie.edu:20.500.14417/3442
Acesso em linha:https://doi.org/10.1177/1069031X231222865
https://hdl.handle.net/20.500.14417/3442
Access Level:acceso abierto
Palavra-chave:53 Ciencias Económicas::5308 Economía general::5308.02 Comportamiento del consumidor
ODS 12 - Producción y consumo responsables
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network_acronym_str ES
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repository_id_str
spelling Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm CrisesSayin, EdaAydınoğlu, Nilüfer Özsomer, AyşegülGürhan Canli, Zeynep53 Ciencias Económicas::5308 Economía general::5308.02 Comportamiento del consumidorODS 12 - Producción y consumo responsablesBuilding 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.yesPublishedSagehttps://ror.org/02jjdwm75202520252023info:eu-repo/semantics/articleapplication/mswordapplication/mswordhttps://doi.org/10.1177/1069031X231222865https://hdl.handle.net/20.500.14417/3442reponame:Repositorio IEinstname:IEInglésIE Business SchoolIE UniversityMarketing & CommunicationAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:repositorio.ie.edu:20.500.14417/34422026-06-15T12:40:57Z
dc.title.none.fl_str_mv Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
title Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
spellingShingle Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
Sayin, Eda
53 Ciencias Económicas::5308 Economía general::5308.02 Comportamiento del consumidor
ODS 12 - Producción y consumo responsables
title_short Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
title_full Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
title_fullStr Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
title_full_unstemmed Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
title_sort Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises
dc.creator.none.fl_str_mv Sayin, Eda
Aydınoğlu, Nilüfer
Özsomer, Ayşegül
Gürhan Canli, Zeynep
author Sayin, Eda
author_facet Sayin, Eda
Aydınoğlu, Nilüfer
Özsomer, Ayşegül
Gürhan Canli, Zeynep
author_role author
author2 Aydınoğlu, Nilüfer
Özsomer, Ayşegül
Gürhan Canli, Zeynep
author2_role author
author
author
dc.contributor.none.fl_str_mv https://ror.org/02jjdwm75
dc.subject.none.fl_str_mv 53 Ciencias Económicas::5308 Economía general::5308.02 Comportamiento del consumidor
ODS 12 - Producción y consumo responsables
topic 53 Ciencias Económicas::5308 Economía general::5308.02 Comportamiento del consumidor
ODS 12 - Producción y consumo responsables
description Building 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.
publishDate 2023
dc.date.none.fl_str_mv 2023
2025
2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://doi.org/10.1177/1069031X231222865
https://hdl.handle.net/20.500.14417/3442
url https://doi.org/10.1177/1069031X231222865
https://hdl.handle.net/20.500.14417/3442
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv IE Business School
IE University
Marketing & Communication
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/msword
application/msword
dc.publisher.none.fl_str_mv Sage
publisher.none.fl_str_mv Sage
dc.source.none.fl_str_mv reponame:Repositorio IE
instname:IE
instname_str IE
reponame_str Repositorio IE
collection Repositorio IE
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,811543

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