Is Brand Equity an Asset or a Liability in Brand Harm Crisis? Buffering and Amplifying Effects and Contingent Conditions

Brand harm crisis often result in negative consumer responses. This thesis addresses the buffering and amplifying theoretical perspectives of brand equity effects. We theorize that brand equity may interplay with the nature of brand-harm crisis in shaping consumer reactions. Results from focus group studies provide interesting insights into the amplifying and buffering effects. Moreover, research findings from two experiment studies show that brand equity amplifies consumer negative responses in a performance-related crisis but only when the crisis is extremely severe. When the crisis becomes less severe, the amplifying effect diminishes from outset. However, in a value-related crisis, the amplifying effect of brand equity is pervasive regardless of the level of crisis severity. The current thesis adds to the extant literature by demonstrating that brand equity can have very complex effects on consumer responses, which are contingent on the severity and domain of a crisis. Theoretical and managerial implications are discussed.

List of Prices Totalling 7 Pounds 55 Pence

List of prices totaling 7 pounds, 55 pence [no indication what this list refers to] Sept. 15, 1848.

List of Names and Prices Signed by Albert W. Sampson

List of names and prices signed by Albert W. Sampson, n.d.

List of prices paid to Dr. Richard King from Dilly Coleman

List of prices paid to Dr. Richard King from Dilly Coleman in regard to items such as flour and a live hog which were sold to Dr. King by Mr. Coleman and medical treatment and medicines for Dilly and his family provided by Dr. King. Samuel Woodruff’s name appears on the outside of this list, n.d.

List of prices paid to Dilly Coleman by Doctor Richard .S. King for the board and feeding of a horse

List (2 pages, handwritten) of prices paid to Dilly Coleman by Doctor Richard .S. King for the board and feeding of a horse. There is a handwritten note on the inner page regarding instructions for feeding the horse, Sept. 1850.

Schedule of prices for Brown and McDonell, contractors, for sections 1, 2 and 3 of the Port Dalhousie Thorold Railway

Schedule of prices for Brown and McDonell, contractors, for sections 1, 2 and 3 of the Port Dalhousie Thorold Railway (1 page, handwritten), Sept. 24, 1856.

Prices of John Brown’s contracts for Port Dalhousie and Thorold Railway from Geneva Street to Thorold Station

Prices of John Brown’s contracts for Port Dalhousie and Thorold Railway from Geneva Street to Thorold Station (1 page, handwritten), n.d.

Note from the Port Dalhousie and Thorold Railway to Mrs. E. Parnell with prices for digging a well, moving a hog pen and repairing a fence

Note from the Port Dalhousie and Thorold Railway to Mrs. E. Parnell with prices for digging a well, moving a hog pen and repairing a fence, n.d.

Letter regarding prices for the excavation to S.D. Woodruff from Dexter Deverardo

Letter regarding prices for the excavation to S.D. Woodruff from Dexter Deverardo, Feb. 22, 1856.

Estimate of dredging prices

Estimate of dredging prices, July 14, 1854.

List of prices for items such as furniture, curtains, pictures, carpets and glassware

List of prices (2 pages, handwritten) for items such as furniture, curtains, pictures, carpets and glassware. This is embossed with the Welland Canal stamp, Dec. 1855.

Note regarding cut glass prices

Note regarding cut glass prices, n.d.

List of prices of furniture from Burnhill McEwan

List of prices of furniture from Burnhill McEwan, n.d.

List of prices of furniture from Burnhill McEwan on printed blank

List of prices of furniture from Burnhill McEwan on printed blank, Sept. 15, 1876.