Brand transgressions: How, when, and why home country bias backfires

IF 9.5 1区管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2024-03-28 DOI:10.1007/s11747-024-01018-9

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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 data, we find that consumers treat domestic brand transgressors as home-country traitors deserving punishment. Social identity threats mediate this effect and consumer ethnocentrism attenuates it. Transgressions’ damage on brand reputation and value is larger and takes longer to recover from in domestic markets. Managers can alleviate post-transgression backlash through communication framing that construes the transgression as a response to intergroup threats (in foreign markets) and through collective compensation strategies (in domestic markets). The findings reveal cross-national variability in transgressions’ experience, impact, and recovery and inform post-transgression repair strategies.

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品牌违规：母国偏见如何、何时以及为何适得其反

摘要尽管学术界和从业人员对品牌越轨行为的兴趣日益浓厚，但对于品牌来源对消费者对品牌不当行为反应的影响，相关文献仍然保持沉默。这使得管理者不知道如何在国内外调整品牌违规后的恢复策略。与同组国家偏见的文献相反，我们提出了 "原产地-回火 "效应的理论：消费者较少原谅国内品牌的违规行为。通过分析实验数据、社交媒体数据和二级纵向数据，我们发现消费者将国内品牌侵权者视为应受惩罚的本国叛徒。社会身份威胁是这一效应的中介，而消费者的民族中心主义则削弱了这一效应。在国内市场，越轨行为对品牌声誉和价值的损害更大，需要更长的时间才能恢复。管理者可以通过将越轨行为理解为对群体间威胁的回应（在国外市场）和集体补偿策略（在国内市场）来减轻越轨后的反弹。研究结果揭示了越轨行为在经历、影响和恢复方面的跨国差异性，并为越轨后的修复策略提供了参考。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.