Original Research Article
Year: 2015 | Month: December | Volume: 2 | Issue: 12 | Pages: 703-710
Do We Need to Consider Consumer Based Brand Equity as Facets in Managing Product Harm Crises? Asian Young Consumers’ Point of View
Ganganee Chandima Samaraweera
Department of Agricultural Economics and Extension, Faculty of Agriculture, University of Ruhuna, Matara, 81000, Sri Lanka
ABSTRACT
Product harm crises cause detrimental impact on consumer based brand equity (CBBE). Do the facets also cause the same? Do all nationalities respond in a similar way in valuing CBBE? This is an attempt to search answers to these research questions by using 101 Asian young consumers in China and Sri Lanka. Study used a pre-tested questionnaire survey in each country. Independent sample t test was used as the main analytical method. Results showed that product harm crises cause detrimental effects on facets of CBBE as well revealing a new insight in product harm crisis management literature. Moreover, study revealed the national significance of valuing facets of CBBE during product harm crises. Therefore, from managerial perspective, current study shows that it is more worthwhile to consider CBBE as separate facets rather than as a composite variable in particular in a product harm crisis situation, as it seems that facets of CBBE reflect the real economic significance of companies during product harm crises.
Keywords: Product harm crisis, consumer based brand equity, facets, China, Sri Lanka.