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Brand crises are widespread in the marketplace and how consumers perceive and respond to such crises is crucial for brand survival. This paper aims to elucidate the critical role of brand age in shaping consumers’ negative responses to competence-related versus ethics-related crises, with a particular focus on the Eastern cultural context. In addition, the roles of information diagnosticity and culture are investigated.

In a series of four studies conducted across China and the USA, the authors use a rigorous between-subject experimental design to delve into the dynamics of how the interplay between brand age and brand crisis impacts consumers’ negative responses, specifically negative word-of-mouth and boycott tendency, toward brands perceived as guilty.

Results show that brand age helps mitigate the negative responses of consumers in competence-related crises, yet exacerbates such reactions in ethics-related crises. In addition, information diagnosticity mediates the interactive effect of brand crisis and brand age on consumers’ negative responses. However, the results of the cross-cultural comparison study suggest that brand age exaggerates consumers’ negative responses to ethics-related brand crises only in Eastern cultures, but not in the Western contexts.

The research reveals the dual-edged impact of brand age during crises, enriches the literature that draws on information diagnosticity within the hierarchical restrictive schema theory. It also clarifies the boundary mechanisms related to cultural differences.

The findings of this research provide meaningful implications for brand managers by communicating the oldness of a brand may serve to buffer negative consumer responses to competence-related crises but can exacerbate the consequences of ethics-related crises.

This research offers a novel perspective on the nuanced influence of brand age on consumers’ adverse reactions to brand crises. It clarifies why emphasizing the oldness of brands in Eastern-culture markets is effective in mitigating competence-related crises but often counterproductive for ethics-related crises.