... under high involvement (vs low). Originality/value Amidst the global economic impact and corporate landscape changes, there is limited understanding of consumer responses to crisis-related brand messages. Rooted in the attribution theory and the persuasion knowledge model, this study fills the gap...

... in the context of food label campaigns. The study mobilises attribution theory and the multidimensional consumer-based brand equity scale. This study also maintains that in a food label campaign, brand equity has an impact on the perception of food safety and taste. Brand equity has been studied from...

...K.B. Saji; Howard Forman; James M. Hunt Purpose The purpose of this article is to assess managers' evaluation of risk associated with applicable uncontrollable forces when developing pricing strategies. Design/methodology/approach The present study is based on attribution theory. An experiment...