When Will a Brand Scandal Spill Over, and how Should Competitors Respond?-Reference-Cited by-同舟云学术

When Will a Brand Scandal Spill Over, and how Should Competitors Respond?

Published:2006-08 Issue:3 Volume:43 Page:366-373
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Roehm Michelle L.¹,Tybout Alice M.²

Affiliation:

1. Babcock Graduate School of Management, Wake Forest University

2. Kellogg School of Management, Northwestern University

Abstract

Three experiments identify conditions under which a brand scandal spills over and negatively affects attitudes and beliefs about the product category and about competing brands. The research also examines factors that may enhance or reduce the likelihood of spillover effects and strategies for responding to scandal spillover.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1509/jmkr.43.3.366

Reference24 articles.

1. Consumer Response to Negative Publicity: The Moderating Role of Commitment

2. The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1

3. The Moderating Role of Commitment on the Spillover Effect of Marketing Communications

4. Dimensions of Consumer Expertise

Cited by 271 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Online customer-to-customer (C2C) incivility: impacts of managerial responses in digital customer service settings;International Hospitality Review;2024-09-10

2. Dynamic Pricing and Advertising Decisions to Mitigate the Negative Spillover Effect of a Product Recall;Dynamic Games and Applications;2024-09-09

3. Editorial: Special issue on the spillover effect of crises;Public Relations Review;2024-09

4. When things get personal: Understanding revenge by proxy as a function of consumer nationalism;Public Relations Review;2024-09

5. A cross-disciplinary review of crisis spillover research: Spillover types, risk factors, and response strategies;Public Relations Review;2024-09