| BIOGRAPHICAL SKETCH | 第1-9页 |
| ACKNOWLEDGEMENT | 第9-19页 |
| LIST OF TABLES | 第19-22页 |
| LIST OF FIGURES | 第22-23页 |
| LIST OF ABBREVIATIONS USED | 第23-24页 |
| ABSTRACT (English) | 第24-26页 |
| ABSTRACT (Chinese) | 第26-28页 |
| CHAPTER 1:INTRODUCTION AND RESEARCH OVERVIEW | 第28-55页 |
| ·INTRODUCTIOM | 第28-32页 |
| ·DEFINITION AND MEANINGS | 第32-35页 |
| ·Product harm crisis | 第32页 |
| ·Consumer Based Brand Equity | 第32页 |
| ·Causal Attributions | 第32-33页 |
| ·Consumers' Moral reputation toward the Company | 第33页 |
| ·Consumers' Moral Reputation toward the Brand | 第33页 |
| ·Perceived Societal Damage | 第33页 |
| ·Purchase Intention | 第33页 |
| ·Response Strategy | 第33-34页 |
| ·Corporate Social Responsibility | 第34页 |
| ·Culture/National culture/country | 第34页 |
| ·Celebrity endorser | 第34页 |
| ·Willingness to pay a price premium | 第34-35页 |
| ·Willingness to accept a price premium | 第35页 |
| ·Close friends | 第35页 |
| ·STUDY BACKGROUND | 第35-37页 |
| ·RESEARCH PROBLEM | 第37-38页 |
| ·RESEARCH QUESTIONS AND OBJECTIVES | 第38-41页 |
| ·PURPOSE OF THE STUDY | 第41-42页 |
| ·SIGNIFICANCE OF THE STUDY | 第42-53页 |
| ·Why does the study focus on consumers' moral reputation? | 第42-43页 |
| ·Why does the study measure CBBE? | 第43页 |
| ·Why does the study consider facets of CBBE in a product harm crisis? | 第43-44页 |
| ·Why does the study consider WTP/WTA in a product harm crisis? | 第44-45页 |
| ·Why does the study consider CBBE through consumers' moral lens in a product harm crisis? | 第45-46页 |
| ·Why does the study consider company and brand separately? | 第46页 |
| ·Why does the study consider societal damage and gender? | 第46-47页 |
| ·Why does the study investigate consumer perceptions with respect to the causal dimensions of product harm crisis? | 第47页 |
| ·Why does the study investigate the crisis response in a product harm crisis? | 第47-48页 |
| ·Why does the study investigate the CSR in a product harm crisis? | 第48-49页 |
| ·Why does the study investigate the celebrity endorsement in a product harm crisis? | 第49-51页 |
| ·Why does the study compare two countries? | 第51-52页 |
| ·Why does the study consider Asian countries? | 第52页 |
| ·Why does the study consider the effect of close friends on shaping consumer decisions in a product harm crisis? | 第52-53页 |
| ·ORIGINALITY/NOVELTY OF THE STUDY | 第53-54页 |
| ·DISSERTATION OVERVIEW | 第54-55页 |
| CHAPTER 2:LITERATURE REVIEW | 第55-114页 |
| ·OVERVIEW | 第55页 |
| ·COUNTRY,GENDER,SOCIETAL DAMAGE AND PRODUCT HARM CRISES | 第55-69页 |
| ·Product Harm Crises and National Culture | 第56-61页 |
| ·Product Harm Crises and Gender | 第61-62页 |
| ·Product Harm Crises and Perceived Societal Damage | 第62-64页 |
| ·Product Harm Crises and Consumer Moral Reputation | 第64-69页 |
| ·PRODUCT HARM CRISES AND CONSUMER BASED BASED BRAND EQUITY | 第69-86页 |
| ·Valuation of CBBE as a measure of consumer beliefs | 第78-81页 |
| ·Valuation of CBBE as a Financial Measure (WTP/WTA) | 第81-86页 |
| ·CAUSAL DIMENSIONS OF PRODUCT HARM CRISES,CONSUMERS' MORAL PERCEPTIONS AND CBBE | 第86-90页 |
| ·Internal, stable and controllable attributions (company culpable crisis) and consumer moral perceptions | 第88-90页 |
| ·External, unstable and uncontrollable attributions (consumer culpable crisis) and consumer moral perceptions | 第90页 |
| ·COMPANY RESPONSE STRATEGIES AND PRODUCT HARM CRISES | 第90-102页 |
| ·Voluntary Response Strategies and Product Harm Crises | 第101页 |
| ·Super Effort Response Strategies and Product Harm Crises | 第101-102页 |
| ·CORPORATE SOCIAL RESPONSIBILITY(CSR)AND product HARM CRISES | 第102-107页 |
| ·PRODUCT HARM CRISES,CELEBRITY ENDORSEMENT AND NEGATIVE CELEBRITY PUBLICITY | 第107-112页 |
| ·Internal, Stable and Controllable Negative Celebrity Publicity | 第111-112页 |
| ·External, Unstable and Uncontrollable Negative Celebrity Publicity | 第112页 |
| ·CLOSE FRIENDS AND PRODUCT HARM CRISES | 第112-114页 |
| CHAPTER 3:RESEARCH METHODOLOGY | 第114-128页 |
| ·OVERVIEW | 第114页 |
| ·PRETEST(PILOT STUDY) | 第114-115页 |
| ·RESEARCH METHODOLOGY | 第115-126页 |
| ·Sample and procedure | 第115-118页 |
| ·Summary and the Rationale of the Procedure | 第118-121页 |
| ·Collection of Data | 第121页 |
| ·Variables and Measurements | 第121-124页 |
| ·Data Analyses Techniques | 第124-126页 |
| ·TECHNICAL ROUTE | 第126-127页 |
| ·SUMMARY | 第127-128页 |
| CHAPTER 4:EFFECT OF PRODUCT HARM CRISES ON CONSUMER BASEDBRAND EQUITY | 第128-153页 |
| ·OVERVIEW | 第128页 |
| ·SAMPLE CHARACTERISTICS | 第128-129页 |
| ·THE EFFECT OF PRODUCT HARM CRISIS ON THE FACETS OF CBBE | 第129-141页 |
| ·Hypotheses Development and Research Model | 第129-134页 |
| ·Reliability, Validity Analysis and Manipulation Check | 第134-135页 |
| ·Hypotheses Test Results | 第135-139页 |
| ·Discussion | 第139-141页 |
| ·CONSUMERS' VALUATION OF CBBE AS A FINANCIAL MEASURE (AS A MEASURE OF WTP/WTA) | 第141-152页 |
| ·Hypotheses Development and Research Model | 第141-144页 |
| ·Reliability, validity analysis and manipulation check | 第144-145页 |
| ·Hypotheses test results | 第145-151页 |
| ·Discussion | 第151-152页 |
| ·SUMMARY | 第152-153页 |
| CHAPTER 5:CAUSAL DIMENSIONS OF PRODUCT HARM CRISES ANDCONSUMERS' MORAL REPUTATION | 第153-175页 |
| ·OVERVIEW | 第153页 |
| ·RESEARCH MODEL | 第153-154页 |
| ·INTERNAL-STABLE-CONTROLLABLE (COMPANY CULPABLE) PRODUCT HARM CRISES AND CBBE | 第154-163页 |
| ·Hypotheses Development | 第154-157页 |
| ·Sample Characteristics | 第157页 |
| ·Reliability, Validity and Manipulation Check | 第157-159页 |
| ·Hypotheses Test Results | 第159-162页 |
| ·Discussion | 第162-163页 |
| ·EXTERNAL, UNSTABLE, UNCONTROLLABLE(CONSUMER CULPABLE) PRODUCT HARM CRISES AND CBBE | 第163-169页 |
| ·Hypotheses Development | 第163-164页 |
| ·Sample Characteristics | 第164页 |
| ·Reliability, Validity and Manipulation Check | 第164-166页 |
| ·Hypotheses Test Results | 第166-168页 |
| ·Discussion | 第168-169页 |
| ·COMPARISON: COMPANY CULPABLE AND CONSUMER CULPABLE CRISES | 第169-173页 |
| ·Hypotheses Development | 第169-170页 |
| ·Hypotheses Test Results | 第170-172页 |
| ·Discussion | 第172-173页 |
| ·SUMMARY | 第173-175页 |
| CHAPTER 6:PRODUCT HARM CRISES AND CRISES RESPONSE | 第175-189页 |
| ·OVERVIEW | 第175页 |
| ·HYPOTHESES DEVELOPMENT | 第175-179页 |
| ·RESEARCH MODEL | 第179页 |
| ·VOLUNTARY RESPONSE STRATEGY AND PRODUCT HARM CRISES | 第179-182页 |
| ·Sample Characteristics | 第179-180页 |
| ·Reliability, Validity and Manipulation Check | 第180-181页 |
| ·Hypotheses Test Results | 第181-182页 |
| ·SUPER EFFORT RESPONSE STRATEGY AND PRODUCT HARM CRISES | 第182-184页 |
| ·Sample Characteristics | 第182页 |
| ·Reliability, Validity and Manipulation Check | 第182-183页 |
| ·Hypotheses Test Results | 第183-184页 |
| ·COMPARISON: TWO COUNTRIES AND TWO CRISIS RESPONSE STRATEGIES | 第184-186页 |
| ·DISCUSSION | 第186-188页 |
| ·SUMMARY | 第188-189页 |
| CHAPTER 7:CORPORATE SOCIAL RESPONSIBILITY (CSR) AND PRODUCTHARM CRISES | 第189-207页 |
| ·OVERVIEW | 第189页 |
| ·HYPOTHESES DEVELOPMENT | 第189-192页 |
| ·RESEARCH MODEL | 第192-193页 |
| ·SAMPLE CHARACTERISTICS | 第193页 |
| ·RELIABILITY, VALIDITY AND MANIPULATION CHECK | 第193-196页 |
| ·HYPOTHESES TEST RESULTS | 第196-203页 |
| ·Does CSR really mitigate the negative impact of product harm crises? | 第199-202页 |
| ·Moderating role of CSR | 第202-203页 |
| ·DISCUSSION | 第203-205页 |
| ·SUMMARY | 第205-207页 |
| CHAPTER 8:CELEBRITY ENDORSEMENT IN A PRODUCT HARM CRISIS | 第207-228页 |
| ·OVERVIEW | 第207页 |
| ·HYPOTHESES DEVELOPMENT | 第207-214页 |
| ·Celebrity Endorsement and Purchase Intention | 第207-208页 |
| ·Causal Dimensions of Negative Celebrity Publicity and Moral Reputation | 第208-209页 |
| ·Moderating Role of Perceived Societal Damage | 第209页 |
| ·Moderating Role of Country | 第209-211页 |
| ·Moderating Role of Gender | 第211-212页 |
| ·Country, Negative Celebrity, MRCel, CBBE, and Purchase Intention | 第212-214页 |
| ·RESEARCH MODEL | 第214页 |
| ·SAMPLE CHARACTERISTICS | 第214-215页 |
| ·RELIABILITY VALIDITY AND MANIPULATION CHECK | 第215-218页 |
| ·HYPOTHESES TEST RESULTS | 第218-225页 |
| ·Celebrity Endorsement and Purchase Intention | 第218页 |
| ·Causal Dimensions of Negative Celebrity Publicity and MRCel | 第218页 |
| ·Moderating Role of Perceived Societal Damage and Country | 第218-220页 |
| ·Moderating Role of Gender | 第220-224页 |
| ·MRCel, CBBE, and Purchase Intentions | 第224-225页 |
| ·DISCUSSION | 第225-227页 |
| ·SUMMARY | 第227-228页 |
| CHAPTER 9:INTERPERSONAL CONTACTS (CLOSE FRIENDS) ANDPRODUCT HARM CRISES | 第228-238页 |
| ·OVERVIEW | 第228页 |
| ·HYPOTHESES DEVELOPMENT | 第228-229页 |
| ·RESEARCH MODEL | 第229-230页 |
| ·SAMPLE CHARACTERISTICS | 第230页 |
| ·VALIDITY AND RELIABILITY ANALYSIS | 第230-231页 |
| ·CHINESE AND SRI LANKAN RESPONDENTS' VIEW | 第231-236页 |
| ·Chinese Young Respondents' View | 第231-234页 |
| ·Sri Lankan Young Respondents' View | 第234-236页 |
| ·DISCUSSION | 第236-237页 |
| ·SUMMARY | 第237-238页 |
| CHAPTER 10:GENERAL DISCUSSION | 第238-247页 |
| ·OVERVIEW | 第238-239页 |
| ·THE EFFECT OF PRODUCT HARM CRISES ON CBBE | 第239-240页 |
| ·As a measure of consumer beliefs | 第239-240页 |
| ·As a financial measure | 第240页 |
| ·THE EFFECT OF CAUSAL DIMENSIONS OF PRODUCT HARM CRISES ON CONSUMER MORAL REPUTATION | 第240-241页 |
| ·THE EFFECT OF CRISIS RESPONSE STRATEGIES ON CONSUMER MORAL REPUTATION | 第241-242页 |
| ·THE EFFECT OF CSR STRATEGIES ON CONSUMER MORAL REPUTATION | 第242-244页 |
| ·THE EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER MORAL PERCEPTIONS | 第244-245页 |
| ·THE EFFECT OF CLOSE FRIENDS ON PURCHASE INTENTION OF THE AFFECTED BRAND | 第245页 |
| ·SUMMARY | 第245-247页 |
| CHAPTER 11:CONCLUSIONS | 第247-250页 |
| ·OVERVIEW | 第247页 |
| ·MAIN CONCLUSIONS | 第247-249页 |
| ·CREATIVENESS AND INNOVATIONS | 第249-250页 |
| CHAPTER 12:THEORTTICAL, MANAGERIAL AND POLICY IMPLICATIONS | 第250-260页 |
| ·OVERVIEW | 第250页 |
| ·THEORETICAL IMPLICATIONS | 第250-252页 |
| ·MANAGERIAL IMPLICATIONS | 第252-258页 |
| ·POLICY IMPLICATIONS | 第258-260页 |
| CHAPTER 13:LIMITATIONS AND WAY FORWARD | 第260-266页 |
| ·OVERVIEW | 第260页 |
| ·MAIN LIMITATIONS OF THE STUDY | 第260-262页 |
| ·FUTURE RESEARCH | 第262-266页 |
| REFERENCES | 第266-291页 |
| APPENDIX A:QUESTIONNAIRE ENGLISH VERSION | 第291-328页 |
| APPENDIX B:QUESTIONNAIRE CHINESE VERSION | 第328-357页 |
| APPENDIX C:MAIN ASSUMPTIONS:LINEARITY, NORMALITY, AND OUTLIERS | 第357-365页 |
| APPENDIX D:DISSERTATION PUBLICATIONS | 第365-372页 |
