2-S: the Asymmetric Attribution Toward Brands (Underdog Vs. Top-Dog) Upon Brand Crisis (External Vs. Internal)

Kiwan Park, Seoul National University, Republic of Korea
Yaeri Kim, Seoul National University, Republic of Korea
Seojin stacey Lee, Seoul National University, Republic of Korea
We identify that in service domain, where perceived warmth from the brand is particularly important, service failure especially caused by the underdog brand is considered more serious. However, in product context where brands’ competence is more important than warmth, people express less forgiveness intention on top-dog brands’ crisis.
[ to cite ]:
Kiwan Park, Yaeri Kim, and Seojin stacey Lee (2017) ,"2-S: the Asymmetric Attribution Toward Brands (Underdog Vs. Top-Dog) Upon Brand Crisis (External Vs. Internal)", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1053-1053.