Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 10, 2023 erstellt
Description:
The growing use of minority ownership labels (e.g., Black-owned or woman-owned) has effectively increased consumer demand for these businesses. The resulting growth occasionally leads to brand failures as these businesses encounter growing pains. The current research examines when and why minority ownership awareness influences consumer behavior with special attention given to the context of brand failures. The authors suggest that minority ownership awareness minimizes the negative effect of brand failure because consumers want to compensate for the disadvantages in the marketplace that minorities face (i.e., compensatory assessment). This leads to increased brand evaluations and willingness to pay. Six experiments and analyses of over 40,000 Google reviews for Black-owned restaurants demonstrate the ownership awareness effect, its underlying process, and various boundary conditions. Consistent with a compensatory assessment account, the ownership awareness effect is limited to minority (vs. nonminority) owners, negative (vs. neutral) information, product (vs. moral) failures, up-and-coming (vs. established) brands, and people with low (vs. high) social dominance orientation