Effect of consumer based brand equity on purchase intention of the crisis brand: moderating role of peer recommendation

Abstract

The marketing environment provides negative as well as positive information. Advanced technology accelerates the information dissemination mainly among peers. To address the research gap of the peer effect in product harm crisis, present study used a fictitious product harm crisis scenario related to the fictitious yogurt brand. Convenient sample of Sri Lankan based undergraduate business management students (n=100) were participated in the survey. Results of the Hierarchical multiple regressions suggested that peer recommendations moderate the relationship between consumer based brand equity and purchase intention of the crisis brand during product harm crises. This alarms the threat of connecting consumers in particular in negative information disseminating circumstances like product harm crises. Present study yields important research findings for researchers, policy makers, and marketers in particular to protect the crisis brand during product harm crises.