Guilty by Association: Image ‘Spill-over’ in Corporate Co-branding

Kahuni, Abel Tasiyana; Rowley, Jennifer; Binsardi, Arnaz

doi:10.1057/crr.2009.1

Cited by 24 publications

(24 citation statements)

References 21 publications

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“…This was done after Maggi adopted social media and advertisement focussing on past brand experience. For brand crisis study, using a single case was used as per earlier study of Yin (1994), Darling (1994), Ang et al (2000), Eagle et al (2005), Kahuni et al (2009) andCarroll (2009). The study's focus on the effects of different crisis response strategies on customer purchase behaviour and perceptions as identified by Coombs (2007) and Hegner et al (2014).…”

Section: Methodsmentioning

confidence: 99%

Recapturing images after a brand crisis through marketing communication in social networks: the Maggi controversy

Srivastava

2018

IJEXPORTM

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The purpose is to study whether the controversy due to brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behaviour. The research methodology consisted secondary research comprising of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behaviour. Maggi used social media extensively to address the issue and rebuild the brand reliability and confidence among its users. The research paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy adopted to regain mind share and equity. dying in a single day from tainted Tylenol capsules or when an explosion at a Union Carbide facility in India killed many hundreds of people. The brand has to sustain itself through the crisis management by taking steps evolves in the hearts and minds of its customers, it fosters set of ideas and emotions that the consumers associate with the products or service. It needs to create a strong brand that stands out in the marketplace and positions the company as an irreplaceable life-long partner to its consumers. They trust the inherent superiority of the experience so much that even in a negative economy 60% are always willing to pay more for it (Srivastava, 2014). Brand building is a longterm process (Srivastava, 2017). However, a brand crisis can lead to lowering of reputation, perception and consumer brand equity. The risk of lowering of the reputation of a brand depends on a company's understanding certain risks and take proactive action to prevent it well before time. The present research aims to analyse recent brand crisis of a global brand Maggi and how brand image was restored. It also studied the role of social media in restoring the image, consumer brand equity of the brand and tries to explain the outcome through an application of different theories Benoit's (1995) theory of image restoration, theory of change thinking (Vogel, 2012), Coombs (2007) on theories of communication and attribution theory (Weiner, 2000) in emerging markets like India. "There is a corresponding need for corporate crisis managers to develop a set of communication tools that will ensure consumers that a corporation is taking appropriate action in response to crises with the consumer s' best interest in mind. We have taken global brand Maggi noodle -a fast food brand in the study." What went wrong and its effect on Maggi as a brand? -The Maggi controversyThe Maggi controversy was around the presence of monosodium glutamate (MSG) and lead content higher than permissible levels in the noodle. According to Food Safety and Standards regulations (FSSAI, 2011), the permissible level of lead in instant noodles is 2.5 parts per million (ppm) while the samples that were tested in some parts of India ...

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Section: Methodsmentioning

confidence: 99%

Recapturing images after a brand crisis through marketing communication in social networks: the Maggi controversy

Srivastava

2018

IJEXPORTM

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“…Sport entities are increasingly acknowledging the role of their brand in influencing relationships with sponsors as well as other key stakeholders such as fans and the media (Ferrand & Pages, 1999). This realization has resulted in more active brand management within many professional sport teams (Kahuni et al, 2009).…”

Section: Branding and The Sponsorship B2b Relationshipmentioning

confidence: 99%

“…Therefore, a sponsor that is closely aligned with a sport entity or event, either due to the tier of sponsorship or active leveraging of the association, may be vulnerable to any negative events associated with the sponsored entity. However, effective management by both partners can minimize the impact of the spillover effect (Kahuni et al, 2009). B2B relationships, such as sponsorship, often endure because of firmly established network, contractual and relationship bonds (Narayandas, 2005), therefore immediate relationship change or retribution due to a degenerative episode may not be always apparent.…”

Section: Branding and The Sponsorship B2b Relationshipmentioning

confidence: 99%

“…Sponsors expressed concern as to the association of their brand with a sport entity when actions of the club or its members attract negative publicity. Media scrutiny of a sport scandal can result in a sponsor's brand receiving significant negative exposure (Kahuni et al, 2009). Both sport entities and sponsors agreed that media management was a critical component of successfully handling these incidents, as will be discussed in greater detail in Section 4.4.…”

Section: Media Impactmentioning

confidence: 99%

“…The brands of both sponsor and sport entity are central to the success of the relationship and large scale sponsorships have been referred to as co-branding partnerships (Kahuni, Rowley, & Binsardi, 2009;Stipp & Schiavone, 1996). From the sponsor's perspective, a key objective of sponsorship is the positive effect on corporate brand image (Javalgi, Traylor, Gross, & Lampman, 1994).…”

Section: Introductionmentioning

confidence: 99%

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The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management

Westberg

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Wilson

2011

Industrial Marketing Management

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Crisis spillover of corporate environmental misconducts: The roles of perceived similarity, familiarity, and corporate environmental responsibility in determining the impact on oppositional behavioral intention

Ouyang

Yao

2020

Bus Strat Env

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Negative impact of a firm's environmental misconduct can spread to other firms under the same category due to stakeholders' categorization. Such problem implies a sociocognitive process that has yet to be explored. Therefore, this study extends the current literature by exploring how interfirm similarity affects the spillover effects through stakeholders' engagement. We propose that interfirm similarity can be perceived by stakeholders as a categorization standard, which can lead to their opposition to other firms. Spillover of misconduct is caused by the decreasing stakeholders' trust, wherein the negative effect is contingent upon stakeholders' perceptions. A questionnaire study is conducted to investigate how people resist an innocent firm in China when a chemistry firm experienced an explosion accident. Our findings confirm that interfirm similarity increases stakeholders' opposition to the innocent firm by decreasing their trust. However, the negative effect is alleviated when the innocent firm is perceived as highly environmentally responsible. Our work contributes to the crisis spillover literature and carries important implications for the management of innocent firms that may lose from an industry peer's misconduct. K E Y W O R D S corporate environmental responsibility, general familiarity, interfirm similarity, oppositional behavioral intention, trust

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Guilty by Association: Image ‘Spill-over’ in Corporate Co-branding

Cited by 24 publications

References 21 publications

Recapturing images after a brand crisis through marketing communication in social networks: the Maggi controversy

Recapturing images after a brand crisis through marketing communication in social networks: the Maggi controversy

The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management

Crisis spillover of corporate environmental misconducts: The roles of perceived similarity, familiarity, and corporate environmental responsibility in determining the impact on oppositional behavioral intention

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