Article2006

Spillover of Negative Information on Brand Alliances

152 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Corporate Identity and Reputation

Abstract

This research examines the conditions in which the effect of 1 partner's negative behavior in a marketing alliance is likely to spill over to the other. Alliances with both a supplier and a spokesperson were considered. Furthermore, we determined the impact of 2 types of negative attributes: incompetence and immorality. Negative spillover from the partner brand to the host brand occurred only when the host brand was viewed as equally culpable for the offense (i.e., the host was linked directly to the negative act). In addition, moral failures were more detrimental than competence failures in a spokesperson alliance, whereas the reverse was true in a supplier alliance.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1987Attribution: Perceiving the Causes of Behavior 1989Negativity and extremity biases in impression formation: A review of explanations.1992The Effects of Sequential Introduction of Brand Extensions 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes 2000Consumer Response to Negative Publicity: The Moderating Role of Commitment 1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?

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