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The role of brand equity and crisis type on corporate brand alliances in crises

The role of brand equity and crisis type on corporate brand alliances in crises
The role of brand equity and crisis type on corporate brand alliances in crises
Co‐branding is regarded as a beneficial corporate branding strategy. Corporate crises can, however, result in one or both brands damaging customer‐firm relationships. Research evidence in the area is sparse and shows that the non‐culpable partner is negatively influenced by crises when perceived as being aware of the wrongdoing. Extending prior research, we investigate how brand equity of the non‐culpable partner shapes consumers' post‐crisis attitudes. We also examine boundary conditions to the brand equity effect. Drawing on expectancy violation theory, we show that high‐equity of the non‐culpable partner mitigates the negative effects of accidental crises, whilst low‐equity can mitigate preventable crises. In preventable crises, non‐culpable partner brands enjoying high equity suffer from negative attitudes accruing from the culpable brand in the alliance. The results suggest that managers should use corporate co‐branding with caution, carefully evaluating the partner brand's equity and its effects when planning for and managing crisis situations.
1740-4762
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
c2ffc9d5-6e13-4d5e-8402-c62586f1a0d3
Quamina, La Toya
03aaad0d-e084-4362-b373-2a78e3bc3715
Kottasz, Rita
34325e25-99ba-4133-aa4e-862f1fdc23ca
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
c2ffc9d5-6e13-4d5e-8402-c62586f1a0d3
Quamina, La Toya
03aaad0d-e084-4362-b373-2a78e3bc3715
Kottasz, Rita
34325e25-99ba-4133-aa4e-862f1fdc23ca

Singh, Jaywant, Crisafulli, Benedetta, Quamina, La Toya and Kottasz, Rita (2019) The role of brand equity and crisis type on corporate brand alliances in crises. European Management Review. (doi:10.1111/emre.12362).

Record type: Article

Abstract

Co‐branding is regarded as a beneficial corporate branding strategy. Corporate crises can, however, result in one or both brands damaging customer‐firm relationships. Research evidence in the area is sparse and shows that the non‐culpable partner is negatively influenced by crises when perceived as being aware of the wrongdoing. Extending prior research, we investigate how brand equity of the non‐culpable partner shapes consumers' post‐crisis attitudes. We also examine boundary conditions to the brand equity effect. Drawing on expectancy violation theory, we show that high‐equity of the non‐culpable partner mitigates the negative effects of accidental crises, whilst low‐equity can mitigate preventable crises. In preventable crises, non‐culpable partner brands enjoying high equity suffer from negative attitudes accruing from the culpable brand in the alliance. The results suggest that managers should use corporate co‐branding with caution, carefully evaluating the partner brand's equity and its effects when planning for and managing crisis situations.

Text
Singh et al. (2019) EMR - Accepted Manuscript
Restricted to Repository staff only until 9 August 2021.
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More information

Accepted/In Press date: 22 June 2019
e-pub ahead of print date: 9 August 2019

Identifiers

Local EPrints ID: 436323
URI: http://eprints.soton.ac.uk/id/eprint/436323
ISSN: 1740-4762
PURE UUID: 964c3ae1-9f08-412f-b874-3e3e4244686c
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 06 Dec 2019 17:30
Last modified: 13 Feb 2020 01:47

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