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

By:

Roehm Michelle L

Material type: Article

ArticleLanguage: ENG Series: ; XLIIIPublication details: Aug 2006 0Edition: 3Description: 366-373 PpSubject(s):

Brand Scandal

DDC classification:

Online resources:

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Summary: 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.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Roe (Browse shelf(Opens below))	Available		AR8178

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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.

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