When accidents are good for a brand

Tarje Gaustad, Jakob Utgård and Gavan J. Fitzsimons

Journal of Business Research, 2020, vol. 107, issue C, 153-161

Abstract: In this research we demonstrate that negative press about accidents caused by users can counterintuitively improve brand evaluations. In two studies, we find an interaction between the brand diagnosticity of the user accident and the degree to which consumers identify with the brand. Following negative press about a user accident, low brand identifiers decrease their brand liking and high brand identifiers increase their brand liking, but only when the accident is brand diagnostic (e.g., a fast car brand in a speed-related accident).

Keywords: User accidents; Negative press; Brand diagnosticity; Brand identification (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:107:y:2020:i:c:p:153-161

DOI: 10.1016/j.jbusres.2018.10.040

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