8.9 Brand Crisis

Keywords: brand crisis, product harm, crises, firestorm, negative word of mouth

(Ahluwalia, Burnkrant, and Unnava 2000) firms responses to negative events can mitigate brand perceptions

(An, Gower, and Ho Cho 2011) found firms communication can affect news.

(Golmohammadi et al. 2021) Complaint Publicization in Social Media

(Borah and Tellis 2016): nameplate recall effects on another car brand.

Other studies:


References

Ahluwalia, Rohini, Robert E. Burnkrant, and H. Rao Unnava. 2000. “Consumer Response to Negative Publicity: The Moderating Role of Commitment.” Journal of Marketing Research 37 (2): 203–14. https://doi.org/10.1509/jmkr.37.2.203.18734.
An, Seon-Kyoung, Karla K. Gower, and Seung Ho Cho. 2011. “Level of Crisis Responsibility and Crisis Response Strategies of the Media.” Journal of Communication Management 15 (1): 70–83. https://doi.org/10.1108/13632541111105268.
———. 2016. “Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?” Journal of Marketing Research 53 (2): 143–60. https://doi.org/10.1509/jmr.13.0009.
Cleeren, Kathleen, Harald J. van Heerde, and Marnik G. Dekimpe. 2013. “Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises.” Journal of Marketing 77 (2): 58–77. https://doi.org/10.1509/jm.10.0414.
Dawar, Niraj, and Madan M. Pillutla. 2000. “Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations.” Journal of Marketing Research 37 (2): 215–26. https://doi.org/10.1509/jmkr.37.2.215.18729.
Golmohammadi, Alireza, Taha Havakhor, Dinesh K. Gauri, and Joseph Comprix. 2021. “Complaint Publicization in Social Media.” Journal of Marketing 85 (6): 1–23. https://doi.org/10.1177/00222429211002183.
Hewett, Kelly, William Rand, Roland T. Rust, and Harald J. van Heerde. 2016. “Brand Buzz in the Echoverse.” Journal of Marketing 80 (3): 1–24. https://doi.org/10.1509/jm.15.0033.
Pfeffer, J., T. Zorbach, and K. M. Carley. 2013. “Understanding Online Firestorms: Negative Word-of-Mouth Dynamics in Social Media Networks.” Journal of Marketing Communications 20 (1-2): 117–28. https://doi.org/10.1080/13527266.2013.797778.
Van Heerde, Harald, Kristiaan Helsen, and Marnik G. Dekimpe. 2007. “The Impact of a Product-Harm Crisis on Marketing Effectiveness.” Marketing Science 26 (2): 230–45. https://doi.org/10.1287/mksc.1060.0227.