DOI: 10.36347/sjebm.2018.v05i04.003

Pages: 295-305

Based on research findings on product-harm crisis by scholars at home and abroad, this study discussed how coping strategy adopted by corporations facing indefensible product-harm crisis affect consumers` buying intention by choosing relationship quality between consumers and brands as the moderating variable, referring to relevant contents of attribution theory, and adopting the field experiment method. The study results showed that coping strategy adopted by corporations facing indefensible product-harm crisis can impact consumers` responsibility attribution, thus further influencing consumers` buying intention. It is stated that brand relationship quality can to some extent moderate consumers` responsibility attribution of crisis events. This means that when relationship quality between consumers and brands is strong, consumers are more likely to believe that corporations should not take the main responsibility of the crisis