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When companies go wrong: how corporate misconduct influences consumers' willingness to switch brands through response strategy and perceived social value

Eimante Survilaite, Karolis Žukauskas, Dovilė Barauskaitė, Dominyka Venciute

EuroMed Journal of Business 1–22.

https://doi.org/10.1108/EMJB-04-2026-0232

Published: 04 August 2026

... on consumers' willingness to switch brands. Design/methodology/approach The study employs a scenario-based experiment using a 2 (misconduct severity: low vs. high) × 3 (response strategy: deny, diminish and rebuild) between-subjects design. Data were collected from a final sample of 188 consumers...

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