A real product scandal’s impact on a high-equity brand
- Findings - The results provide (longitudinal) support for the proposed evaluative approach. They reveal new evidence that building brand equity is a means to mitigate negative effects, and indicate that negative spillover effects within a high-equity brand portfolio are unlikely. Finally, this research identifies situations in which developing a new brand might be more beneficial than leveraging an existing brand. Practical implications - This research has significant implications for firms with high-equity brands that might be affected by a scandal. The findings support managers to navigate their brands through a crisis.
| Author details: | Verena Sabine ThalerGND, Uta HerbstORCiDGND, Michael A. Merz |
|---|---|
| DOI: | https://doi.org/10.1108/JPBM-05-2017-1469 |
| ISSN: | 1061-0421 |
| Title of parent work (English): | Journal of Product & Brand Management |
| Subtitle (English): | a new approach to assessing scandal impact to assessing scandal impact |
| Publisher: | Emerald Group Publishing Limited |
| Place of publishing: | Bingley |
| Publication type: | Article |
| Language: | English |
| Date of first publication: | 2018/10/31 |
| Publication year: | 2018 |
| Release date: | 2022/03/07 |
| Tag: | Consumer brand equity; Crisis management; Product scandal |
| Volume: | 27 |
| Issue: | 4 |
| Number of pages: | 13 |
| First page: | 427 |
| Last Page: | 439 |
| Organizational units: | Wirtschafts- und Sozialwissenschaftliche Fakultät / Wirtschaftswissenschaften |
| DDC classification: | 3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft |
