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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 366-373 |
| Number of pages | 8 |
| Journal | Journal of Marketing Research |
| Volume | 43 |
| Issue number | 3 |
| DOIs | |
| State | Published - Aug 2006 |
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing