Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations

Brand crises, defined as well-publicized claims of unsubstantiated or false brand propositions can do severe damage to brands. Yet, the damaging effects of brand crises may not always be uniform. In other words, the effects of crises may be subject to moderators such as the relevance of the crisis t...

Full description

Saved in:
Bibliographic Details
Published inJournal of business research Vol. 62; no. 4; pp. 509 - 516
Main Authors Dawar, Niraj, Lei, Jing
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.04.2009
Elsevier
Elsevier Sequoia S.A
SeriesJournal of Business Research
Subjects
Brand crisis
Brand crisis Brand evaluation Brand familiarity Crisis relevance
Brand evaluation
Brand familiarity
Brands
Consumer behavior
Crisis relevance
Impact analysis
Marketing research
New products
Perceptions
Product management
Studies
Brand crisis
Brand evaluation
Crisis relevance
Brand familiarity
Online AccessGet full text

Cover

More Information
Summary:Brand crises, defined as well-publicized claims of unsubstantiated or false brand propositions can do severe damage to brands. Yet, the damaging effects of brand crises may not always be uniform. In other words, the effects of crises may be subject to moderators such as the relevance of the crisis to the brand and brand familiarity. We propose a framework that helps us understand the effects of brand crises on consumers' brand evaluations. We test the hypotheses that crisis relevance interacts with familiarity in its effect on brand evaluations, and that this effect is mediated by perceptions of the seriousness of the crisis. Results from two experiments support these predictions.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2008.02.001