Despite heightened interest in brand transgressions among academics and practitioners, the literature remains silent about the influence of a brand’s origin on consumer responses to brand misconduct. This leaves managers unaware of how to adapt post-transgression recovery strategies at home and abroad. Contrary to the in-group country bias literature, we theorize an “origin-backfire” effect: consumers forgive domestic brand transgressions less. Analyzing experimental, social media, and secondary-longitudinal data, we find that consumers treat domestic brand transgressors as home-country traitors deserving punishment. Social identity threats mediate this effect and consumer ethnocentrism attenuates it. Transgressions’ damage on brand reputation and value is larger and takes longer to recover from in domestic markets. Managers can alleviate post-transgression backlash through communication framing that construes the transgression as a response to intergroup threats (in foreign markets) and through collective compensation strategies (in domestic markets). The findings reveal cross-national variability in transgressions’ experience, impact, and recovery and inform post-transgression repair strategies.

尽管学者和从业者对品牌违规行为的兴趣日益浓厚，但文献对于品牌起源对消费者对品牌不当行为反应的影响仍然保持沉默。这使得管理者不知道如何调整国内外的违规后恢复策略。与集团内国家偏见文献相反，我们提出了“原产地适得其反”效应的理论：消费者较少原谅国内品牌的违规行为。通过分析实验、社交媒体和二次纵向数据，我们发现消费者将国产品牌违规者视为应受惩罚的祖国叛徒。社会身份威胁会调节这种效应，而消费者民族中心主义会减弱这种效应。违规行为对品牌声誉和价值的损害更大，并且在国内市场上需要更长的时间才能恢复。管理者可以通过沟通框架（将违规行为解释为对群体间威胁（在国外市场）的反应）和集体补偿策略（在国内市场）来减轻违规后的强烈反应。研究结果揭示了海侵经历、影响和恢复方面的跨国差异，并为海侵后修复策略提供了信息。