...., 2013 ; Lei et al., 2012). Moreover, a growing body of research recognizes the importance of product-harm crises in solo-brand contexts (Cleeren et al., 2017 for a review). For example, in a study of consumer attributions of responsibility in negative events, Lei et al...

... brand (e.g. Toshiba) is diagnostic when evaluating Japanese PCT (trust in Japanese laptops), but not when evaluating German PCT. Therefore, the following hypothesis is formulated: Country of origin Spillover Moral failure Perceived consumer ethicality Product-harm crises The melamine...