Exogenous brand crises: brand infection and contamination

Kimberly A. Whitler (), Ali Besharat () and Saim Kashmiri ()
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Kimberly A. Whitler: University of Virginia
Ali Besharat: University of Denver
Saim Kashmiri: University of Mississippi

Marketing Letters, 2021, vol. 32, issue 1, No 10, 129-133

Abstract: Abstract Although there is an established literature regarding brand transgressions, Covid-19 has highlighted the need to better understand exogenously created brand crises. We introduce, define, and distinguish between two types of crises that emanate from exogenous, offending brands and the broader marketplace—brand infection and brand contamination. We further present future research ideas that can provide insights into the prevention, mitigation, and recovery strategies that firms can employ to address exogenously created brand crises.

Keywords: Brand crisis; External crisis; Brand contamination; Brand transgression; Brand infection (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11002-020-09554-4

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