The boomerang effect of brand personality congruency in a product-harm crisis
- Tom Joonhwan Kim, Youjae Yi, Jongan Choi
- Australian Journal of Management
Results show that the negative influence of a product-harm crisis on brand evaluation is stronger for consumers with high personality congruency than for consumers with low personality congruency. Consumers with high personality congruency feel more disappointment, which leads to attribution toward internal factors of the company, blame toward the brand, and consequently lower purchase intentions. This research suggests that brand personality congruency, although generally assumed to have positive effects on brand evaluation, can have negative effects in a product-harm crisis.
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