Index of Paper Presentations for the Parallel Sessions - Academy of ...

students were recruited from various classes enrolled in the business administration course at a large IndianUniversity. The respondents were randomly assigned to one of the four experimental conditions and the data wascollected over a period of four days. Of the participants 58.5% were male and 86% of total participants were agedbetween 18 and 24. Having read the reputation scenario, the participants were asked to respond to questions on howthey would cope with the given situation. The sample scenarios are presented in Appendix I.MeasuresThe manipulation check questions on severity and brand reputation were measured on a 10-point Likert scale.Coping strategies was measured using an eight-factor coping model proposed by Duhachek (2005).A total of 36items were used to measure the eight dimensions of coping. Sample items included ―concentrate on ways to solvethe problem (action-based coping)‖ and ―let me feelings out some way (emotional venting).‖ The responses werecollected on a 7-point Likert scale. Exploratory factor analysis (EFA) with varimax rotation conducted on the copingscale extracted an 8-factor structure solution which explained 69.4 % of the variance. Subsequently, confirmatoryfactor analysis was carried out to assess the reliability, convergent validity, and discriminant validity of the eightcoping dimensions. The results of the reliability analysis (Cronbach‘s alpha ranging from 0.72 to 0.92), convergentvalidity (item-factor loading from 0.64 to 0.93 and average variance extracted ranging from 0.54 to 0.85) anddiscriminant validity (AVEs more than squared variance for all constructs) suggested an acceptable psychometricproperties of the constructs.[Insert Table I and Table II here]RESULTSManipulation checksThe severity ratings for service failure was significantly higher in the high severe failure condition (M = 8.98) thanin low severe failure counterpart (M = 6.64), t = -12.83, p