Author(s)

Qing Li, Zheng Jiang

Shenzhen Tourism College, Jinan University, Shenzhen, China.

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

Overseas Brand Crises, Spillover Effects, Domestic Brands, National Identity, Construal Level

Li, Q. and Jiang, Z. (2017) Study on the Spillover Effects of Overseas Brand Crises. Journal of Service Science and Management, 10, 388-393. doi: 10.4236/jssm.2017.104031.