International Journal of Academic Research in Business and Social Sciences

search-icon

The Ethical Judgment to the Product-Harm Crisis: Evidence from Pakistan

Open access
The study was conducted by evaluating the ethical judgment and product harm crises among the students in the public sector universities in Peshawar city-Pakistan. The study has taken the products of tetra pack juices in Peshawar i.e. Nestle, Maaza, etc. The study will be significant for the policymakers to control the market for especially to supply the quality product in the market. The issues related to the product harm crises sometimes lead to negative behavior shown by the consumers in the market towards the specific products. The study was conducted among the public sector universities and the students enrolled in these universities were taken as the population of the study. Based on stratified sampling (proportional allocation method) the study included 250 sample students for the data collection. The study has adopted a semi-structured closed-ended questionnaire for the questionnaire. The used regression model for data analysis. The findings of the reliability test used showed that the items included in the study data collection instrument have been found reliable and valid. The findings of the regression model showed that perceived crises severity has a significant effect on contempt while perceived crises relevance has insignificant; product knowledge has a significant moderating role between perceived crises severity, perceived crises relevance, and contempt. Perceived crisis relevance and perceived crises relevance have significant effects on anger; product knowledge has a significant moderating role between perceived crisis severity, perceived crises relevance, and anger. It has been recommended that the firms should keep a strong check and balance so that low-quality products might not enter into the market.
Ahluwalia, R., Robert, E., Burnkrant, H., & Rao, U. (2000). Consumer Response to Negative Publicity: The Moderating Role of Commitment. Retrieved from https://doi.org/10.1509%2Fjmkr.37.2.203.18734
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918. Retrieved from http://dx.doi.org/10.1037/0033-2909.84.5.888
Chen, Y., Ganesan, S., & Liu, Y. (2009). Does a Firm's Product Recall Strategy Affects Its Financial Value? An Examination of Strategic Alternatives During Product-Harm Crises Journal of Marketing. Retrieved from https://ssrn.com/abstract=2655803
Claeys, A., S., & Cauberghe, V. (2014). What Makes Crisis Response Strategies Work? The Impact of Crisis Involvement and Message Framing. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0148296312003050
Dawar, N., & Pillutla, M. M. (2000). Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations. Retrieved from https://www.jstor.org/stable/1558501?seq=1#metadata_info_tab_contents
Dutta, S., & Pullig, C. (2011). Effectiveness of Corporate Responses to Brand Crisis: The Role of Crisis Type and Response Strategies. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S014829631100021X
Grappi, S., Romani, S., & Bagozzi, R. P. (2013). Consumer Response to Corporate Irresponsible Behavior: Moral Emotions and Virtues. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S014829631300026X
Greene, J. D. (2007). The secret joke of Kant’s soul. In Moral Psychology, The Neuroscience of Morality: Emotion, Disease, and Development. Retrieved from https://psycnet.apa.org/record/2007-14534-005
Haas?Kotzegger, U. and Schlegelmilch, B. (2013), "Conceptualizing consumers' experiences of product?harm crises", Journal of Consumer Marketing, Vol. 30 No. 2, pp. 112-120. https://doi.org/10.1108/07363761311304924
Kim, S. (2014). What’s worse in times of product-harm crisis? Negative corporate ability or negative CSR reputation? Retrieved from https://psycnet.apa.org/record/2013-26191-001
Kim, H. J., & Cameron, G. T. (2011). Emotions Matter in Crisis: The Role of Anger and Sadness in the Publics’ Response to Crisis News Framing and Corporate Crisis Response. Retrieved from https://journals.sagepub.com/doi/abs/10.1177/0093650210385813?journalCode=crxa
Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product–harm crisis. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0167811604000266
Laufer, D., & Coombs, W. T. (2006). How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues. Retrieved from https://www.sciencedirect.com/science/article/pii/S0007681306000188
Laufer, D., Gillespie, K., McBride, B., & Gonzalez, S. (2005). The Role of Severity in Consumer Attributions of Blame: Defensive Attributions in Product-Harm Crisis in Mexico. Retrieved from https://www.tandfonline.com/doi/abs/10.1300/J046v17n02_03
Lin, C. P., Chen, S. C., Chiu, C. K., & Lee, W. Y. (2011). Understanding Purchase Intention during Product-Harm Crisis: Moderating Effects of Perceived Corporate Ability and Corporate Social Responsibility. Retrieved from https://link.springer.com/article/10.1007/s10551-011-0824-y
Liu, Y., & Shankar, V. (2015). The dynamic impact of product-harm crisis on brand preference and advertising effectiveness: An empirical analysis of the automobile industry. Retrieved from https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2014.2095
Ma, B., Zhang, L., Wang, G., & Li, F. (2014). The Impact of a Product-Harm Crisis on Customer Perceived Value. Retrieved from https://journals.sagepub.com/doi/10.2501/IJMR-2014-023a.
Marks, L. J., & Olson, J. C. (1981). Toward a Cognitive Structure Conceptualization of Product Familiarity. Retrieved from http://www.acrwebsite.or
In-Text Citation:(Ilyas & Askarzai, 2019)
To Cite this Article: Ilyas, A., & Askarzai, W. (2019). The Ethical Judgment to the Product-Harm Crisis: Evidence from Pakistan. International Journal of Academic Research in Business and Social Sciences, 9(6), 884 –895.