The Influence of the Types of Brand Crisis on Consumer's Response: the Moderating Role of Brand Association and Brand-Customer Relationship Strength

Jung Ok Jeon, Pukyong National University, Republic of Korea
Sunmee Baeck, Pukyong National University, Republic of Korea
Eun Mi Lee, Ross School of Business, University of Michigan, USA
This study investigates the effects of brand crisis on consumer’s response relating to consumer's brand association and brand-customer relationship strength as well as brand crisis types, to understand consumer's internal process of negative information on brands systematically. For this purpose, an integrative approach of qualitative and quantitative methods is conducted.
[ to cite ]:
Jung Ok Jeon, Sunmee Baeck, and Eun Mi Lee (2013) ,"The Influence of the Types of Brand Crisis on Consumer's Response: the Moderating Role of Brand Association and Brand-Customer Relationship Strength", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.