Political ideology moderates consumer response to brand crisis apologies for data breaches
作者：
Highlights：
• Data breaches unfortunately are likely to occur nowadays, for which firms need to apologize.
• Consumers' political ideology may moderate their response to brand apologies for data breaches.
• Two experimental studies were conducted to examine effects on brand trust and purchase intentions.
• Brand apologies have positive impact for liberals, but minimal impact for conservatives.
• Thus, understanding consumers in terms of their ideological makeup is crucial.
摘要
•Data breaches unfortunately are likely to occur nowadays, for which firms need to apologize.•Consumers' political ideology may moderate their response to brand apologies for data breaches.•Two experimental studies were conducted to examine effects on brand trust and purchase intentions.•Brand apologies have positive impact for liberals, but minimal impact for conservatives.•Thus, understanding consumers in terms of their ideological makeup is crucial.
论文关键词：Data breach,Privacy,Political ideology,Brand crisis,Apology,Entity beliefs
论文评审过程：Received 18 September 2020, Revised 12 February 2021, Accepted 27 March 2021, Available online 31 March 2021, Version of Record 5 April 2021.
论文官网地址：https://doi.org/10.1016/j.chb.2021.106801
