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  • An empirical investigation of brand resilience through disclosure of negative information: A consumer preference perspective

    Author(s)
    Almestarihi, R
    Rundle-Thiele, S
    Wright, O
    Migdadi, M
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2017
    Metadata
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    Abstract
    Many consumer brands present some level of harm. Consumers, however, are not always aware of the level of harm involved (Rundle-Thiele et al., 2008). A repeated measure Best-Worst design was used to measure consumers' stated choice preference for three brands of baby shampoo before and after information on the effects of petrochemicals on baby's skin was disclosed. A total of 323 valid questionnaires were collected before and a total of 79 valid questionnaires were collected after information disclosure. Preferences for the brand containing petrochemicals decreased and preferences for one competing brand which contained ...
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    Many consumer brands present some level of harm. Consumers, however, are not always aware of the level of harm involved (Rundle-Thiele et al., 2008). A repeated measure Best-Worst design was used to measure consumers' stated choice preference for three brands of baby shampoo before and after information on the effects of petrochemicals on baby's skin was disclosed. A total of 323 valid questionnaires were collected before and a total of 79 valid questionnaires were collected after information disclosure. Preferences for the brand containing petrochemicals decreased and preferences for one competing brand which contained natural ingredients increased following disclosure of information on the effects of petrochemicals on baby skin. This study contributes to the literature showcasing how a repeated measure Best-Worst design can be used to predict the consequences of disclosing harmful information on brands to the public and, how consumers' purchase preferences can be predicated according to brand resilience.
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    Journal Title
    International Journal of Business Excellence
    Volume
    13
    Issue
    3
    DOI
    https://doi.org/10.1504/IJBEX.2017.10007580
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/370073
    Collection
    • Journal articles

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