This study explores the impact of communication on mainstream consumer perceptions of multinational companies introducing new products for BoP (Bottom of the Pyramid) consumers. Findings indicate that culturally distant consumers view a multinational company less favorably when marketing hedonic products to BoP consumers in emerging economies, compared to utilitarian products. However, this negativity diminishes among culturally close consumers. The confirmation or disconfirmation of expectations about BoP product launches mediates this effect. Additionally, culturally close consumers exhibit a more positive attitude toward hedonic products from domestic, for-profit companies. Disconfirmation of expectations similarly mediates the influence of product and company type on mainstream consumers' attitudes. Journal: Journal of Business Ethics (FT-50).
Co-Author: Reetika Gupta, Deepa Chandrasekaran, Sankar Sen
Journal: Journal of Business Ethics (FT-50)
