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).



Citation:

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.

Authors

Jung Yong Ahn, Korea University
Sungmo Kang, Korea University
Jinwon Kang, Korea University
Yuhosua Ryoo, Korea University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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