Negative spillover effects in brand cooperation

Published on Nov 1, 2014
· DOI :10.1007/s11573-014-0711-y
Steffen Herm4
Estimated H-index: 4
(Technical University of Berlin)
This research investigates negative spillover effects on brand trust and purchase intentions due to violations of implicit or explicit rules within brand cooperation (transgressions). In particular, this research examines a joint new product launch activity of a focal brand and a partner brand. Study 1, an experimental study with brand community members of the focal brand and different transgression scenarios, reveals fewer spillover effects on the focal brand when the partner brand is responsible for the transgression, and discovers more negative spillover effects on the partner brand when the focal brand causes the transgression. In other words, brand community members transfer the responsibility for the transgression to an external cause. Study 2 explores different forms of crisis communication in the context of a product launch delay and finds that a denial by the focal brand is more effective with respect to image restoration than a denial by the partner brand. However, when both brands deny responsibility at the same time, the denial negatively influences trust in both brands.
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Published on Mar 1, 2015in Communication Research3.09
Youngju Sohn5
Estimated H-index: 5
Ruthann Weaver Lariscy5
Estimated H-index: 5
Is a favorable prior reputation antibiotics or a hemlock cup in times of organizational crisis? To answer this question, the current study casts light on the contextual cues of crises by applying Brown and Dacin’s (1997) concepts of CA (corporate ability) and CSR (corporate social responsibility) and examines how the cues work in different crisis situations and affect the valence of reputation effects. Drawing on the expectancy violations (EV) theory and the cognitive dissonance perspectives, th...
Published on Dec 1, 2014
Sönke Albers5
Estimated H-index: 5
(Kühne Logistics University)
Recent cases of unethical publication behavior have raised the question of how to address it. Because scientific misconduct (conduct inconsistent with accepted scientific standards) can occur on a continuum ranging from honest errors to outright fraud, there is a need to change editorial policies to reduce the existence of any gray areas. In the case of quantitative empirical research, misconduct begins with honorary and ghost authors, plagiarism and self-plagiarism, and extends to manipulation ...
Published on Aug 1, 2013in Journal of Business Research4.03
Hongzhi Gao11
Estimated H-index: 11
(Victoria University of Wellington),
John G. Knight18
Estimated H-index: 18
(University of Otago)
+ 1 AuthorsDamien Mather14
Estimated H-index: 14
(University of Otago)
Critical for international marketers in volatile markets is understanding of factors that influence consumer responses during a product-harm crisis. Applying social psychology concepts of heuristic judgments and attribution theory, the authors study mistrust of non-contaminated but heuristically-associated foreign brands during the 2008 Chinese milk contamination crisis. Shared brand identity and investment or management links between a locally made product brand and a foreign imported brand exp...
Published on Jan 1, 2013in Journal of Product Innovation Management3.78
Steffen Herm4
Estimated H-index: 4
Consumers understand product preannouncements as credible promises to bring innovations to market at a given time. However, a majority of preannounced products are introduced with some delay. This study investigates potential loss in brand trust due to delay and the role of brand commitment in this process. Building on the Commitment-Trust Theory of Relationship Marketing, which posits trust as a crucial antecedent of the commitment construct, this study extends this common perspective and propo...
Published on Jan 1, 2013in Journal of Business Research4.03
Roderick J. Brodie40
Estimated H-index: 40
(University of Auckland),
Ana Ilić2
Estimated H-index: 2
(University of Auckland)
+ 1 AuthorsLinda D. Hollebeek19
Estimated H-index: 19
(University of Auckland)
Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of i...
Published on 2012in Journal of Marketing Research4.20
Jonah Berger28
Estimated H-index: 28
(UPenn: University of Pennsylvania),
Katherine L. Milkman22
Estimated H-index: 22
(UPenn: University of Pennsylvania)
Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality. The results indicate that positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence al...
Published on Jan 1, 2011in The Journal of Corporation Law
Matt McMurrer1
Estimated H-index: 1
I. INTRODUCTION II. BACKGROUND A. Monopolization B. Relevant Market C. Monopoly Power D. Apple and AT&T 1. The iPhone 2. The Lawsuit E. Handset Openness and Historical Legal Hostility Toward Telephone Hardware Monopolies 1. Landline Handsets 2. Wireless Handsets III. ANALYSIS A. The Apple-AT&T Exclusivity Agreement Creates and Leverages Monopoly Market Power in the iPhone 1. iPhone Relevant Markets 2. iPhone Market Power B. Antitrust Falls Short of Addressing Exclusivity as Broadly as carterphon...
Published on Jun 1, 2010in Journal of the Academy of Marketing Science9.36
Peter R. Darke20
Estimated H-index: 20
(York University),
Laurence Ashworth7
Estimated H-index: 7
(Queen's University),
Kelley J. Main9
Estimated H-index: 9
(UM: University of Manitoba)
Previous research in the product failure literature shows that such failures have important implications for evaluations of the target product, and even for evaluations of closely related products. The current studies identify distrust as an additional byproduct of negative expectancy disconfirmation and show that such perceptions are capable of producing even broader carryover effects—pertaining to unrelated products/companies. The effects of distrust are identified through tests of mediation a...
Published on Dec 1, 2009in Harvard Business Review5.69
Alice M. Tybout26
Estimated H-index: 26
Michelle L. Roehm13
Estimated H-index: 13
(Wake Forest University)
Published on Sep 1, 2009in Journal of the Academy of Marketing Science9.36
Michael A. Merz4
Estimated H-index: 4
(SJSU: San Jose State University),
Yi He7
Estimated H-index: 7
(CSUEB: California State University, East Bay),
Stephen L. Vargo46
Estimated H-index: 46
The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of...
Cited By1
Published on Nov 1, 2016in Journal of Brand Management
Carolin Decker8
Estimated H-index: 8
(University of Bremen),
Annika Baade1
Estimated H-index: 1
(University of Bremen)
This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms’ characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alt...