I Believe You Are Not Innocent : Consumer's Attitude Toward Brand in Crisis Depending on Bjw Level
The objective of the current research is to test how ‘belief in a just world (BJW)’ affects to consumer attitude toward brand in a brand crisis. In our research, we find that participants who show high level of BJW rationalize and disassociate them with victim of unfortunate event (brand crisis).
Jung Yong Ahn, Sungmo Kang, Jinwon Kang, and Yuhosua Ryoo (2015) ,"I Believe You Are Not Innocent : Consumer's Attitude Toward Brand in Crisis Depending on Bjw Level", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 317-317.
Jung Yong Ahn, Korea University
Sungmo Kang, Korea University
Jinwon Kang, Korea University
Yuhosua Ryoo, Korea University
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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