Following a barrage of serious allegations regarding a corporate culture that engendered sexual harassment, and discrimination, Uber lost a number of senior executives including its CEO. The phenomenon begs the question as to how much the scandals have affected the popular brand. The purpose of this study is to investigate consumer attitudes towards sexual harassment at Uber and the effects of anger about the scandal on Uber's brand popularity. Investigating such issues at a high profile service based organization highlights the nuances of employee and consumer attitudes and behaviors in the new technology-driven sharing economy. Participants (n = 201) were recruited through an online survey platform. Regarding factors affecting Uber's brand popularity, the findings of this study reveal that inequitable treatment by Uber negatively affects brand popularity, while consumer attachment to Uber positively affects Uber's brand popularity. Regarding the mediating effect of ‘Acceptance of Sexual Harassment at Uber’ on brand popularity, the results show that acceptance of sexual harassment only mediates the relationship between consumers’ attachment toward Uber and its brand popularity. Analysis further revealed that the sexual harassment case will not be as damaging as many people initially predicted. This study will assist managers who work in various sharing economy industries and those with devout followers, such as Uber and AirBnB, on how to recover from a scandal.
Journal of Retailing and Consumer Services – Elsevier
Published: Jul 1, 2018
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera