Abstract:
Locus of the product harm crisis influences how a consumer responds to
that particular event . The purpose of the study is to examine the effect of the
locus of the crisis on consumer purchase intention of the crisis brand . The main
objective is t o find whether the locus of the product harm crisis shapes consumer
purchase intention of the brand in crisis. Fictitious product harm crisis scenarios
related to company locus and consumer locus product harm crises were used. A
fictitious yogurt brand was considered as a stimulus brand in both cases. Results
related to the 250 young consumers revealed that company located product
harm crisis affects adversely on purchase intention of the crisis brand
whereas consumer locus product harm crisis affects posit ively on purchase
intention of the crisis brand, revealing the negative and positive links
between company located and consumer located product harm crisis with
purchase intentions of the crisis brand. This study provides new insights for
companies to pro tect their financial status, as they know these positive and
negative links attached to the purchase intention of the crisis brand and to
ensure the market of the crisis brand during product harm crises.
