– Script and URL for pretest - Influences of different brand crisis on customer brand perceptio

Appendix 1 – Script and URL for pretest

High love, core crisis (http://bit.ly/questionaire-01)

You are a big fan of smartphones and for the last six years you have only bought phones from a brand called Phone-Smart. The brand is known for cutting edge technology and innovation. The brand believes that they have an obligation to behave ethically. Because of this the brand has a corporate social responsibility program where they give away phones to developing countries. You don’t really consider any other options when buying a new phone and you have a passionate relationship with the brand, where you often think and dream about the brand. You also feel that that the products Phone-Smart makes are both unique and beautiful.

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one. Two days ago you started hearing stories in the news that the brand has used a subcontractor whose workers have suffered under very poor working conditions. Apparently, employees of the subcontractor have been working fifteen hour shifts, and there has also been reports of underage kids working there.

High love, no core crisis (http://bit.ly/questionaire-02)

77 and that the brand might need to do a partial product recall. It is still unclear how many of the cell phones are affected.

Low love, core crisis (http://bit.ly/questionaire-03)

You are a big fan of smartphones and for the last six years you bought smartphones from several different brands. One brand is called “Phone-Smart”. The brand is known for cutting edge technology and innovation. The brand believes that they have an obligation to behave ethically. Because of this the brand has a corporate social responsibility program where they give away phones to developing countries. You don’t have much experience with the brand. You have only heard that some of your friends like it.

Low love, no core crisis (http://bit.ly/questionaire-04)

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one. Two days ago you started hearing stories in the news that some phones have shorter battery life than advertised, and that the brand might need to do a partial product recall. It is still unclear how many of the cell phones are affected.

78 Appendix 2 – Script and URL for final experiment

High love, core crisis (http://youtu.be/1KRypXst6_A)

You are a big fan of smartphones and for the last six years you have only bought phones from a brand called Phone-Smart. The brand believes that it is important for them behave ethically and fairly. Because of this the brand has a corporate social responsibility program where they give away phones to developing countries. You don’t really consider any other options when buying a new phone and you have a passionate relationship with the brand, where you often think and dream about the brand. You also feel that that the products Phone-Smart makes are both unique and beautiful.

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one. Two days ago you started hearing stories in the news that the brands’ workers have suffered under very poor working conditions. Apparently, employees have been working eighteen hour shifts, and there has also been reports of underage kids working there.

High love, no core crisis (http://youtu.be/KdH6fCqAlDU)

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one. Two days ago you started hearing stories in the news that some phones have shorter battery life than advertised, and that the brand might need to do a partial product recall. It is still unclear how many of the cell phones are affected.

Low love, core crisis (http://youtu.be/ImLTH7NA1tw)

79 You are a big fan of smartphones and for the last six years you bought smartphones from several different brands. One brand is called “Phone-Smart”. The brand believes that it is important for them behave ethically and fairly. Because of this the brand has a corporate social responsibility program where they give away phones to developing countries. You don’t have much experience with the brand. You have only heard that some of your friends like it.

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one. Two days ago you started hearing stories in the news that the brands’ workers have suffered under very poor working conditions. Apparently, employees have been working eighteen hour shifts, and there has also been reports of underage kids working there.

Low love, no core crisis (http://youtu.be/yhyGhwlxNyQ)

You are a big fan of smartphones and for the last six years you bought smartphones from several different brands. One brand is called “Phone-Smart”. The brand believes that it is important for them behave ethically and fairly. Because of this the brand has a corporate social responsibility program where they give away phones to developing countries. You don’t have much experience with the brand. You have only heard that some of your friends like it.

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one. Two days ago you started hearing stories in the news that some phones have shorter battery life than advertised, and that the brand might need to do a partial product recall. It is still unclear how many of the cell phones are affected.

High love, no crisis (http://youtu.be/x1mHrRSzoNg)

80 brand. You also feel that that the products Phone-Smart makes are both unique and beautiful. Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one.

Low love, no crisis (http://youtu.be/5T1z3mBU8es)

Recently the brand launched a new smartphone called “myPhone”. You are considering buying the new phone, replacing the old one.

81 Appendix 3

3.1 Factor analysis for crisis

Table 26: Factor analysis for crisis

Table 27: Variance explained for crisis

3.2 Factor analysis love

Table 28: Factor analysis for love

Table 29: Variance explained for love

3.3 Dependent variables

Factor analysis for: purchase intention brand, social risk and attitude towards brand.

Table 30: Factor analysis purch_int_brand, soc_risk_brand, att_brand

Table 31: Variance explained in factor analysis

Factor analysis for: purchase intention product, performance risk and attitude towards product.

Table 32: Factor analysis for purch_int_prod, perf_risk_prod_att_prod

Table 33: Variance explained factor analysis

Appendix 4

4.1 ANOVA manipulation crisis

Table 34: Manipulation crisis, 1 = Core crisis, 2 = No core crisis

Table 35: Significance of manipulation crisis

86 4.2 ANOVA manipulation Love:

Table 36: Significance of brand love measures

Table 37: Manipulation love, 1 = high love, 2 = low love

Table 38: Significance of brand love manipulation

(Aaker, 1991),

(MacInnis & Nakamoto, 1991), (Alba & Hutchinson, 1987), (Bagozzi, et al., 1992), (Bagozzi & Yi, 1988), (Bagozzi, 1981), (Bagozzi, 1992), (Bauer, 1967), (Chaudhuri & Holbrook, 2001), (Chaudhuri & Holbrook, 2002), (Delgado, et al., 2003), (Bennett & Harrel, 1975), (Byrne, et al., 1986), (Cappella

& Palmer, 1990), (Galton, 1984), (Rushton, 1989), (Cavanaugh, et al., 1981), (Chattopadhyay, 1998), (Dahlen, 2001), (Rindfleisch & Inman, 1998), (Cialdini &

Trost, 1998), (Crosby, et al., 1990), (Csikszentmihalyi & Rochberg-Halton, 1981), (Cunningham, 1967), (Roselius, 1971), (Dean, 2004), (Dahlen & Lange, 2006), (Fehr, 1988), (Fehr & Russel, 1991), (Hatfield & Sprecher, 1995), (Hatfield &

Walster, 1978), (Sangrador & Yela, 2000), (Fink, 2009), (Hazan & Zeifman, 1999), (Park, et al., 2010), (Thomson, et al., 2005), (Hendrick & Hendrick, 1992), (Regan, et al., 1998), (Stutely, 2003), (Keller, 1993), (Kiesler, et al., 1969), (Kim, et al., 1996), (Stuart, et al., 1987), (Pham & Muthukrishnan, 2002), (Shea &

Adams, 1984), (Siomkos & Kurzbard, 1994), (Sundaram & Webster, 1999), (Schultz, 1999), (Kallgren, et al., 2000), (Kahan, 1997), (Lam, et al., 2010), (McCole & Palmer, 2001), (Gefen & Straub, 2004), (Pavlov, 1927), (Perry &

Hamm, 1969), (Roeselius, 1971), (Pullig, et al., 2006), (Schenk & Holman, 1980),

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