Abstract:
Despite large body of research on product harm crisis, wide spreading of crises in the market place induce
the study to scrutinize this burning issue through a new empirical angle. The main purpose of this study is
to investigate how culture and gender shape consumers’ moral reputation toward the troubled company
during a company culpable crisis. A questionnaire containing a hypothetical crisis scenario was distributed
among 200 Chinese and Sri Lankan respondents. ANOVA revealed a detrimental effect of crisis on consumers’
moral reputation toward the affected company. Gender further triggers this link, when combines with
culture. However, detrimental moral reputation toward the troubled company is comparatively lower with
respect to male respondents and Chinese culture. This study provides useful theoretical and managerial implications
and future research directions for a sustainable marketing environment.
