Scholarlink

<p>This study investigates how negative publicity, country-of-origin (COO) and psychological contracts affect consumer response to local versus foreign brands in relational and transactional contexts. Three experimental studies were undertaken to assess these relationships. The findings show that corporate ability (CA)-related negative publicity is significantly related to foreign brand evaluations, whereas corporate social responsibility (CSR)-related publicity disproportionately affects local brands. Psychological contract has a significant mediation effect on the relationship between negative publicity and brand evaluations. The study provides insights into the interplay between corporate communication, branding and consumer behaviors. The study findings can be tailored for optimizing corporate communication strategies and brand management.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

How negative publicity shapes consumer responses: the roles of country-of-origin and psychological contracts

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年5月16日

查看全文
  • Shuai Zhong,
  • Chunli Ji,
  • Catherine Prentice,
  • Peili Liu,
  • Faizan Ali

摘要

This study investigates how negative publicity, country-of-origin (COO) and psychological contracts affect consumer response to local versus foreign brands in relational and transactional contexts. Three experimental studies were undertaken to assess these relationships. The findings show that corporate ability (CA)-related negative publicity is significantly related to foreign brand evaluations, whereas corporate social responsibility (CSR)-related publicity disproportionately affects local brands. Psychological contract has a significant mediation effect on the relationship between negative publicity and brand evaluations. The study provides insights into the interplay between corporate communication, branding and consumer behaviors. The study findings can be tailored for optimizing corporate communication strategies and brand management.