International Journal of Research and Review

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Original Research Article

Year: 2015 | Month: May | Volume: 2 | Issue: 5 | Pages: 189-197

Do Response Strategies Shape Consumer Moral Perceptions During Product Harm Crises? A Cross-National Look From Asian Perspective

Ganganee Chandima Samaraweera

Department of Agric. Economics, Faulty of Agriculture, University of Ruhuna, Sri Lanka.


Cross- cultural comparisons with respect to consumers’ moral reputation toward the affected company during product harm crises are relatively scant in cries management literature.  Study considers two Asian emerging markets; China, Sri Lanka and a company culpable product harm crisis situation. Altogether 303 young consumers’ view show that country shapes their moral reputation toward the affected company during crises with respect to the  response to crisis response strategies; voluntary product recall and super effort.  In the presence of voluntary product recall, Chinese consumers’ morally repute the firm while Sri Lankan do not. Sri Lankan consumer needs super effort response strategy in order to build moral reputation toward the affected firm where it is insignificant with respect to Chinese consumer. Moreover, study shows the perceived degree of danger of selecting an inappropriate response strategy in an inappropriate country. This study provides useful guidance for crises managers and for further cross-national studies.

Keywords: Moral reputation; crisis response strategy; product harm crisis; ethical belief.

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