Spillover of Negative Information on Brand Alliances |
| |
| Authors: | Nicole L Votola H Rao Unnava |
| |
| Institution: | 1. University of California, Irvine, USA;2. University at Albany, State University of New York, USA;3. University of Idaho, USA;4. Washington State University, USA;1. Nanyang Business School, Nanyang Technological University, 50 Nanyang Avenue, 639798, Singapore;2. Kellogg School of Management, Northwestern University, Evanston IL, 60208, USA;3. CUHK Business School, The Chinese University of Hong Kong, Shatin, Hong Kong;1. Department of Health, Exercise Science, and Recreation Management. Kevser Ermin Applied Physiology Laboratory, The University of Mississippi, University, MS, United States;2. Department of Health, Exercise Science and Recreation Management, Center for Health Behavior Research, The University of Mississippi, University, MS, United States |
| |
| 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. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
