search query: @author Dahlen, M. / total: 7
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| Author: | Dahlén, M. Lange, F. |
| Title: | A disaster is contagious: how a brand in crisis affects other brands |
| Journal: | Journal of Advertising Research
2007 : DEC, VOL. 46:4, p. 388-397 |
| Index terms: | brands crisis management |
| Freeterms: | negative publicity |
| Language: | eng |
| Abstract: | This paper discusses negative publicity that businesses and brands have to deal with. The question that needs examining is how a brand crisis affects the product category and competing brands. This study reports two studies showing that a brand crisis changes consumer perceptions and the game rules of the entire product category. It depends on the similarity to the brand that is in crisis what the effects to competing brands are. |
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