Consumers' Reactions to Media Portrayed Controllability and Stability of a Brand's Sweatshop Practice and the Brand's Response Strategies

Abstract

<p>Media and professional campaigners accused a few brands for exploiting sweatshop over the years including Wal-Mart, the Gap, Nike, and Disney while many other brands are practicing sweatshops as well. Therefore, it is important to understand why some brands are severely reprimanded while others are spared. As a sweatshop allegation hurts a brand's sale and stock price, how a firm should respond to its media coverage also is a central issue to understand consumers' attribution of responsibility.</p>