Abstract:
Cause of product harm crisis shapes how a consumer responds. Majority of the existing literature has
discussed consumer perceptions when the company or any external factor is accused for crises.
Irrespective of the numerous mitigation measures adopted by companies, product harm crises are
increasing at an accelerating rate throughout the world recently. This situation alarms to study the matter
in a new empirical angle. Therefore, the main objective of the study is to work- out how consumer morally
reputes the affected brand and company when he himself is accused for the crisis. Results reveal that this
situation leads to enhance his moral reputation toward the affected brand and subsequent enhancement
of consumer based brand equity (CBBE) of that particular brand. However, it reverses when company
accuses. This study provides new insights for the companies to secure their moral reputation, while
safekeeping the brand equity in midst of product harm crisis.
