When do unethical brand perceptions spill over to competitors?
Rebecca K. Trump () and
Kevin P. Newman ()
Additional contact information
Rebecca K. Trump: Loyola University Maryland
Kevin P. Newman: Providence College
Marketing Letters, 2017, vol. 28, issue 2, 219-230
Abstract We examine whether the unethical actions of marketplace brands (e.g., the Volkswagen emissions scandal) hurt the ethical perceptions of competing brands (e.g., Ford, BMW). Across two studies, we find evidence for this unethical spillover effect and show that it can negatively affect consumers’ liking and purchase intentions for a competing brand. The results show that the spillover effect (1) only occurs for similar competitors and (2) is moderated by construal level (CL). Specifically, the spillover effect is more likely to occur when consumers focus on the finer details of the unethical brand’s transgression (i.e., low CL) but not when they focus on the bigger picture of the transgression (i.e., high CL). Thus, while it is intuitively appealing to assume that brands may benefit from a competitor’s foible, this research indicates that competitors may be hurt by a similar brand’s wrongdoing.
Keywords: Branding; Ethics; Transgression; Spillover; Construal level (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s11002-016-9409-y Abstract (text/html)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:28:y:2017:i:2:d:10.1007_s11002-016-9409-y
Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies
Access Statistics for this article
Marketing Letters is currently edited by Joel Steckel and Peter Golder
More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla ().