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Study on the Spillover Effects of Overseas Brand Crises
Shenzhen Tourism College, Jinan University, Shenzhen, China
Shenzhen Tourism College, Jinan University, Shenzhen, China
- 1 Shenzhen Tourism College, Jinan University, Shenzhen, China
- 2 Shenzhen Tourism College, Jinan University, Shenzhen, China
Journal of Service Science and Management·Volume 10 (2017)·Pages 388–393·Published 25 July 2017·DOI10.4236/jssm.2017.104031
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Abstract
Innocent domestic brands are always infected by some overseas brand crises. In this article, we examined the factors that can inhibit the spillover effects of overseas brand crises. The results revealed that high level of mental construal and national identity can help domestic brands defend the negative spillover effects of overseas brand crises. For consumers with low level of national identity, they evaluate domestic brands more favorably when they are at the high level of construal than assigned at the low level of construal.
KeywordsOverseas Brand CrisesSpillover EffectsDomestic BrandsNational IdentityConstrual Level
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