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When will a brand scandal spill over, and how should competitors respond?
This research examines the spillover of a brand scandal within a product category. The authors present a framework that enables prediction of, for example, when a scandal associated with Nike might be expected to spill over and affect perceptions of a competitor, such as Reebok. For a scandal to spill over, consumers must activate a spillover target as they process scandal information. Activation of a competitor is facilitated when the other brand is strongly linked to the scandalized company, perhaps through a history of direct competition. In addition, consumers must view the scandal as diagnostic for the category and/or the competitor. Factors that may promote diagnosticity include the typicality of a scandalized company and contextual cues, such as advertisements, that focus attention on relationships among brands. A noteworthy finding is that overall similarity does not support adequate diagnosticity to create spillover. This research also provides insight into when and how issuing a denial may benefit a competitor in relation to a scandalized company.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Competition Brand image studies Scandals |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |