Innocent domestic brands are always infected by some overseas brand crises.\nIn this article, we examined the factors that can inhibit the spillover effects of\noverseas brand crises. The results revealed that high level of mental construal\nand national identity can help domestic brands defend the negative spillover\neffects of overseas brand crises. For consumers with low level of national\nidentity, they evaluate domestic brands more favorably when they are at the\nhigh level of construal than assigned at the low level of construal.
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