Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.
MetadataShow full item record
- Master Thesis 
Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of available brands in a certain market, has a positive effect on repeat purchase, and provokes the willingness to recommend a brand. This study attempts to examine purchase intention after Apple’s employee management crisis in China. It will do so by testing the blame attribution model by Bråthen (1999), and including brand attachment as a moderator. This model utilizes attribution theory which explains how consumers attribute causation to the crises and which factors affect consumer behavior (purchase intention) as a result of this attribution. Empirical testing using a questionnaire of 80 NHH students confirmed most of my hypothesized effects, presented in the analysis, except for the insignificant moderating effect of brand attachment on perceived control over employee management by industry and the nature of relationship between the two variables. Finally, managerial implications, suggestions for future research and limitations of my findings are discussed.
Showing items related by title, author, creator and subject.
Thorbjørnsen, Helge (Journal article; Peer reviewed, 2005)Abstract Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent ...
Narrative transportation and product involvement : how narrativity factors are used to enchance transportive experience in advertising for high vs. low involvement products Phusapan, Panida (Master thesis, 2013)This paper examines and presents how narrativity factors are used to enhance consumers‟ transportive experience when advertising for high and low involvement products. It specifically looks at processing experiences among ...
Branding issues in company growth management : a case study of a European B2B company in Chinese market Fu, Yu (Master thesis, 2012)