声明
BIOGRAPHICAL SKETCH
ACKNOWLEDGEMENT
TABLE OF CONTENTS
LIST OF TABLES
LIST OF FIGURES
LIST OF ABBREVIATIONS USED
ABSTRACT
摘要
CHAPTER 1：INTRODUCTION AND RESEARCH OVERVIEW
1．1 Introduction
1．2 Definition and Meanings
1．2．1 Product harm crisis
1．2．2 Consumer Based Brand Equity
1．2．3 Causal Attributions
1．2．4 Consumers’ Moral reputation toward the Company
1．2．5 Consumers’ Moral Reputation toward the Brand
1．2．6 Perceived Societal Damage
1．2．7 Purchase Intention
1．2．8 Response Strategy
1．2．9 Corporate Social Responsibility
1．2．10 Culture／National culture／country
1．2．11 Celebrity endorser
1．2．12 Willingness to pay a price premium
1．2．13 Willingness to accept a price premium
1．2．14 Close friends
1．3 Study Background
1．4 Research Problem
1．5 Research Questions and Objectives
1．6 Purpose of the Study
1．7 Significance of the Study
1．7．1 Why does the study focus on consumers’ moral reputation?
1．7．2 Why does the study measure CBBE
1．7．3 Why does the study consider facets of CBBE in a product harm crisis？
1．7．4 Why does the study consider WTP／WTA in a product harm crisis？
1．7．5 Why does the study consider CBBE through consumers’ moral lens in a product harm crisis？
1．7．6 Why does the study consider company and brand separately?
1．7．7 Why does the study consider societal damage and gender?
1．7．8 Why does the study investigate consumer moral perceptions with respect to the causal dimensions of product harm crises?
1．7．9 Why does the study investigate the crisis response in a product harm crisis?
1．7．10 Why does the study investigate the CSR in a product harm crisis?
1．7．11 Why does the study investigate the celebrity endorsement in a product harm crisis?
1．7．12 Why does the study compare two countries?
1．7．13 Why does the study consider Asian countries?
1．7．14 Why does the study consider the effect of close friends on shaping consumer decisions in a product harm crisis?
1．8 Originality／Novelty of the study
1．9 Dissertation Overview
CHAPTER 2：UTERATURE REVIEW
2．1 Overview
2．2 Country，Gender，Societal Damage and Product Harm Crises
2．2．1 Product Harm Crises and National Culture
2．2．2．Product Harm Crises and Gender
2．2．3 Product Harm Crises and Perceived Societal Damage
2．2．4 Produet Harm Crises and Consumer Moral Reputation
2．3 Product Harm Crises and Consumer Based Brand Equity
2．3．1 Valuation of CBBE as a measure of consumer beliefs
2．3．2 Valuation of CBBE as a Financial Measure(WTP／WTA)
2．4 Causal Dimensions of Product Harm Crises，Consumers’ Moral Perceptions and CBBE
2．4．1 Internal，stable and controllable attributions (company culpable crisis) and consumer moral perceptions
2．4．2 External，unstable and uncontrollable attributions (consumer culpable crisis) and consumer moral perceptions
2．5 Company Response Strategies and Product Harm Crises
2．5．1 Voluntary Response Strategies and Product Harm Crises
2．5．2 Super Effort Response Strategies and Product Harm Crises
2．6 Corporate Social Responsibility (CSR) and Product Harm Crises
2．7 Product Harm Crises，Celebrity Endorsement and Negative Celebrity Publicity
2．7．1 Internal，Stable and Controllable Negative Celebrity Publicity
2．7．2 External，Unstable and Uncontrollable Negative Celebrity Publicity
2．8 Close Friends and Product Harm Crises
CHAPTER 3：RESEARCH METHODOLOGY
3．1 Overview
3．2 Pretest(pilot study)
3．3 Research Methodology
3．3．1 Sample and procedure
3．3．2 Summary and the Rationale of the Procedure
3．3．3 Collection of Data
3．3．4 Variables and Measurements
3．3．5 Data Analyses Techniques
3．4 Technical Route
3．5 Summary
CHAPTER 4：EFFECT OF PRODUCT HARM CRISES ON CONSUMER BASED BRAND EQUITY
4．1 Overview
4．2 Sample Characteristics
4．3 The Effect of Product Harm Crises on the Facets of CBBE
4．3．1 Hypotheses Development and Research Model
4．3．2 Reliability，Validity Analysis and Manipulation Check
4．3．3 Hypotheses Test Results
4．3．4 Discussion
4．4 Consumers’ Valuation of CBBE as a Financial Measure (as a Measure of WTP／WTA)
4．4．1 Hypotheses Development and Research Model
4．4．2 Reliability，validity analysis and manipulation check
4．4．3 Hypotheses test results
4．4．4 Discussion
4．5 Summary
CHAPTER 5：CAUSAL DIMENSIONS OF PRODUCT HARM CRISES AND CONSUMERS’ MORAL REPUTATION
5．1 Overview
5．2 Research Model
5．3 Internal-Stable-Controllable (Company culpable) Product Harm Crises and CBBE
5．3．1 Hypotheses Development
5．3．2 Sample Characteristics
5．3．3 Reliability，Validity and Manipulation Check
5．3．4 Hypotheses Test Results
5．3．5 Discussion
5．4 External，Unstable，Uncontrollable (consumer culpable) Product Harm Crises and CBBE
5．4．1 Hypotheses Development
5．4．2 Sample Characteristics
5．4．3 Reliability，Validity and Manipulation Check
5．4．4 Hypotheses Test Results
5．4．5 Discussion
5．5 Comparison：Company culpable and consumer culpable crises
5．5．1 Hypotheses Development
5．5．2 Hypotheses Test Results
5．5．3 Discussion
5．6 Summary
CHAPTER 6：PRODUCT HARM CRISES AND CRISES RESPONSE
6．1 Overview
6．2 Hypotheses Development
6．3 Research Model
6．4 Voluntary Response Strategy and Product Harm Crises
6．4．1 Sample Characteristics
6．4．2 Reliability，Validity and Manipulation Check
6．4．3 Hypotheses Test Results
6．5 Super Effort Response Strategy and Product Harm Crises
6．5．1 Sample Characteristics
6．5．2 Reliability，Validity and Manipulation Check
6．5．3 Hypotheses Test Results
6．6 Comparison：Two Countries and two Crisis Response Strategies
6．7 Discussion
6．8 Summary
CHAPTER 7：CORPORATE SOCIAL RESPONSIBILITY(CSR) AND PRODUCT HARM CRISES
7．1 Overview
7．2 Hypotheses Development
7．3 Research Model
7．4 Sample Characteristics
7．5 Reliability，Validity and Manipulation Check
7．6 Hypotheses Test Results
7．6．1 Does CSR really mitigate the negative impact of product harm crises?
7．6．2 Moderating role of CSR
7．7 Discussion
7．8 Summary
CHAPTER 8：CELEBRITY ENDORSEMENT IN A PRODUCT HARM CRISIS
8．1 Overview
8．2 Hypotheses Development
8．2．1 Celebrity Endorsement and Purchase Intention
8．2．2 Causal Dimensions of Negative Celebrity Publicity and Moral Reputation
8．2．3 Moderating Role of Perceived Societal Damage
8．2．4 Moderating Role of Country
8．2．5 Moderating Role of Gender
8．2．6 Country，Negative Celebrity，MRCel，CBBE，and Purchase Intention
8．3 Research Model
8．4 Sample Characteristics
8．5 Reliability Validity and Manipulation Check
8．6 Hypotheses Test Results
8．6．1 Celebrity Endorsement and Purchase Intention
8．6．2 Causal Dimensions of Negative Celebrity Publicity and MRCel
8．6．3 Moderating Role of Perceived Societal Damage and Country
8．6．4 Moderating Role of Gender
8．6．5 MRCel，CBBE，and Pu rchase Intentions
8．7 Discussion
8．8 Summary
CHAPTER 9：INTERPERSONAL CONTACTS (CLOSE FRIENDS) AND PRODUCT HARM CRISES
9．1 Overview
9．2 Hypotheses Development
9．3 Research Model
9．4 Sample Characteristics
9．5 Validity and Reliability Analysis
9．6 Chinese and Sri Lankan Respondents’ View
9．6．1 Chinese Young Respondents’ View
9．6．2 Sri Lankan Young Respondents’ View
9．7 Discussion
9．8 Summary
CHAPTER 10：GENERAL DISCUSSION
10．1 Overview
10．2 The Effect of Product Harm Crises on CBBE
10．2．1 As a measure of consumer beliefs
10．2．2 As a financial measure
10．3 The Effect of Causal Dimensions of Product Harm Crises on Consumer Moral Reputation
10．4 The Effect of Crisis Response Strategies on Consumer Moral Reputation
10．5 The Effect of CSR Strategies on Consumer Moral Reputation
10．6 The Effect of Celebrity Endorsement on Consumer Moral Perceptions
10．7 The Effect of Close Friends on Purchase Intention of the Affected Brand
10．8 Summary
CHAPTER 11：CONCLUSIONS
11．1 Overview
11．2 Main Conclusions
11．3 Creativeness and Innovations
CHAFFER 12：THEORETICAL，MANAGERIAL AND POLICY IMPLICATIONS
12．1 Overview
12．2 Theoretical Implications
12．3 Managerial Implications
12．4 Policy Implications
CHAPTER 13：LIMITATIONS AND WAY FORWARD
13．1 Overview
13．2 Main Limitations of the Study
13．3 Future Research
REFERENCES
APPENDIX A：QUESTIONNAIRE ENGLISH VERSION
APPENDIX B：QUESTIONNAIRE CHINESE VERSION
APPENDIX C：MAIN ASSUMPTIONS：LINEARITY，NORMALITY，AND OUTLIERS
APPENDIX D：DISSERTATION PUBLICATIONS
