This paper develops a unique theoretical framework for explaining consumer reactions to corporate offshoring by testing the impact of the decision to offshore or to maintain domestic activities on two dependent variables: consumer attitudes toward the company and word-of-mouth communication. We conduct two controlled experiments administered in the field with adult consumers. Study 1 analyzes the processes underlying consumer reactions to corporate offshoring from the perspective of the perceived moral harm and good that offshoring produces. Results verify the mediating role of positive and negative moral emotions (i.e., gratitude and righteous anger) felt by consumers. Study 2 demonstrates the moderating role of consumer perceived risk of offshoring on the linkage between company offshoring and the same moral emotions and through these moral emotions on consumer attitudes toward the company and word-of-mouth communication. An unexpected finding is the mediation of the positive moral emotion of elevation on consumer attitudes.
The Effects of Company Offshoring Strategies on Consumer Responses / Grappi, Silvia; Romani, S.; Bagozzi, R. P.. - In: JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. - ISSN 0092-0703. - STAMPA. - 41(2013), pp. 683-704.
Data di pubblicazione: | 2013 |
Titolo: | The Effects of Company Offshoring Strategies on Consumer Responses |
Autore/i: | Grappi, Silvia; Romani, S.; Bagozzi, R. P. |
Autore/i UNIMORE: | |
Digital Object Identifier (DOI): | http://dx.doi.org/10.1007/s11747-013-0340-y |
Rivista: | |
Volume: | 41 |
Pagina iniziale: | 683 |
Pagina finale: | 704 |
Codice identificativo ISI: | WOS:000325625800004 |
Codice identificativo Scopus: | 2-s2.0-84885571117 |
Citazione: | The Effects of Company Offshoring Strategies on Consumer Responses / Grappi, Silvia; Romani, S.; Bagozzi, R. P.. - In: JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. - ISSN 0092-0703. - STAMPA. - 41(2013), pp. 683-704. |
Tipologia | Articolo su rivista |
File in questo prodotto:
File | Descrizione | Tipologia | |
---|---|---|---|
JAMS(2013)_GrappiRomaniBagozzi.pdf | Versione dell'editore (versione pubblicata) | Administrator Richiedi una copia |

I documenti presenti in Iris Unimore sono rilasciati con licenza Creative Commons Attribuzione - Non commerciale - Non opere derivate 3.0 Italia, salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris