Asset Or Liability? the Role of Brand Equity in Times of Crisis

The present research examines how brand equity affects consumer responses to brand crisis and its contingency on crisis characteristics. Results show that brand equity backfires when a crisis is of high severity or of ethical nature. Confirmatory bias and disconfirmation of expectation are identified to be the underlying processes.


Haiyue (Felix) Xu and Lianxi Zhou (2016) ,"Asset Or Liability? the Role of Brand Equity in Times of Crisis", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 765-765.


Haiyue (Felix) Xu, Pennsylvania State University, USA
Lianxi Zhou, Brock University, Canada


NA - Advances in Consumer Research Volume 44 | 2016

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