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A good corporate reputation is not only a critical intangible asset but is also stands out as a shield during crises. Humans have a natural tendency to question the underlying causes of events and real reasons behind the situations, and they also differentiate between intentional and unintentional actions. We would expect high reputation companies to engage in activities compatible with their reputation; however, this is not always the case as they might partake in some incompatible actions. A crisis poses an example of such unfavorable actions that are likely to haunt high reputation companies. In this 2X2 experimental study, a comparative analysis of pre and post-crisis consumer reactions was conducted, where reputation and intentionality of the company were manipulated at two levels. The results revealed that reputation might not act as a shield in every situation, and consumers may consider other factors to see the goodwill of the company.

The effects of the economic crisis in Turkey are being observed in most of the sectors. Changes in the preferences and buying behavior of consumers are expected during the economic crisis. The consumers may prefer smaller packages, lower priced brands or unbranded and unpacked products. Besides, if there is a substitute of a product and if its price is lower, then the substitute products can be preferred. The purpose of this pilot study aims to figure out the effects of the economic crisis in Turkey on laundry detergents. The study aims to find out whether the crisis has caused any change in the volume of laundıy detergent consumed, in the method of washing (by hand or by machine) , in the frequency of washing laundry, in the type of laundry detergent preferred (packaged-unpacked), in the package size or the amount of detergent bought. In addition, any diğerence in the importance level (before and during the crisis) of the variables affecting the purchasing decision of laundry detergents has been examined. Data was collected from 155 women consumers who were selected by convenience sampling.