11I the Impact of Power Distance Belief on Consumer Response to Negative Publicity

Negative publicity is prevalent, yet little attention has been paid to cultural differences in consumer response to negative publicity. This research reveals that power distance belief dampens consumers’ negative response to negative publicity and that this effect is attenuated when the brand is positioned as an underdog.


Qichao Zhu and Maggie Wenjing Liu (2019) ,"11I the Impact of Power Distance Belief on Consumer Response to Negative Publicity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1004-1004.


Qichao Zhu, Tsinghua University, China
Maggie Wenjing Liu, Tsinghua University, China


NA - Advances in Consumer Research Volume 47 | 2019

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