USP-crisis fit in a product harm crisis: the role of corporate hypocrisy perceptions
(R2024-122662)

AUTHORS

Esmeralda Marić, School of Economics and Business Sarajevo; Maja Arslanagic-Kalajdzic, University of Sarajevo

ABSTRACT

By integrating the corporate hypocrisy framework into corporate crisis literature, we investigate the role of unique selling proposition (USP)-crisis fit in forming perceptions of corporate hypocrisy and, through these perceptions, shaping consumer responses in a product harm crisis. Experimental findings show that a high-fitting USP leads to higher perceived corporate hypocrisy compared to a low-fitting USP. We also confirm the mediating role of this perception in the effects of USP-crisis fit on consumer anger, complaint and negative word-of-mouth intentions. These findings expand the knowledge of corporate crises and hypocrisy and provide insights for marketing and public relations practitioners.