When will a brand scandal spill over, and how should competitors respond?

Michelle L. Roehm*, Alice M. Tybout

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

183 Scopus citations

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 languageEnglish (US)
Pages (from-to)366-373
Number of pages8
JournalJournal of Marketing Research
Volume43
Issue number3
DOIs
StatePublished - Aug 1 2006

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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