“Our” Brand’S Failure Leads to Out-Group Product Derogation

Boyoun (Grace) Chae, Temple University, USA
Darren Dahl, University of British Columbia, Canada
Juliet Zhu, Cheung Kong Graduate School of Business, China
How would Toyota’s massive recall change Japanese’ attitudes toward foreign products? We find that negative information of brands can threaten the group members’ social identity, which subsequently result in derogation of out-group products. Importantly, we show that the communication source of the negative information moderates the effect.
[ to cite ]:
Boyoun (Grace) Chae, Darren Dahl, and Juliet Zhu (2015) ,"“Our” Brand’S Failure Leads to Out-Group Product Derogation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 780-780.