When accidents are good for a brand
Publication
, Journal Article
Gaustad, T; Utgård, J; Fitzsimons, GJ
Published in: Journal of Business Research
February 1, 2020
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).
Duke Scholars
Published In
Journal of Business Research
DOI
ISSN
0148-2963
Publication Date
February 1, 2020
Volume
107
Start / End Page
153 / 161
Related Subject Headings
- Marketing
- 35 Commerce, management, tourism and services
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Gaustad, T., Utgård, J., & Fitzsimons, G. J. (2020). When accidents are good for a brand. Journal of Business Research, 107, 153–161. https://doi.org/10.1016/j.jbusres.2018.10.040
Gaustad, T., J. Utgård, and G. J. Fitzsimons. “When accidents are good for a brand.” Journal of Business Research 107 (February 1, 2020): 153–61. https://doi.org/10.1016/j.jbusres.2018.10.040.
Gaustad T, Utgård J, Fitzsimons GJ. When accidents are good for a brand. Journal of Business Research. 2020 Feb 1;107:153–61.
Gaustad, T., et al. “When accidents are good for a brand.” Journal of Business Research, vol. 107, Feb. 2020, pp. 153–61. Scopus, doi:10.1016/j.jbusres.2018.10.040.
Gaustad T, Utgård J, Fitzsimons GJ. When accidents are good for a brand. Journal of Business Research. 2020 Feb 1;107:153–161.
Published In
Journal of Business Research
DOI
ISSN
0148-2963
Publication Date
February 1, 2020
Volume
107
Start / End Page
153 / 161
Related Subject Headings
- Marketing
- 35 Commerce, management, tourism and services
- 1505 Marketing