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- Title
The Impact of Information Characteristics on Negative Spillover Effects in Brand Portfolios.
- Authors
Jing Lei; Dawar, Niraj; Lemmink, Jos
- Abstract
The authors discuss product-harm crises, which are incidents of negative publicity concerning products due to the malfunction, misuse and sabotage of products. Not only does such a crisis have an impact on the harmed brand, it also negatively affects affiliated brands. Knowledge about this negative spillover effect between brands is limited. The authors performed three experiments about the moderating effect of negative information in a brand portfolio. They found that crisis severity and attribution play a role in the pattern of spillover effects.
- Subjects
PRODUCT tampering; MANUFACTURING defects; BRANDING (Marketing); PUBLICITY; PUBLIC opinion; CONSUMER attitudes
- Publication
Advances in Consumer Research, 2006, Vol 33, Issue 1, p324
- ISSN
0098-9258
- Publication type
Article