Spillover of negative information on brand alliances

Abstract

This research examines the conditions in which the effect of 1 partner's negative behavior in a marketing alliance is likely to spill over to the other. Alliances with both a supplier and a spokesperson were considered. Furthermore, we determined the impact of 2 types of negative attributes: incompetence and immorality. Negative spillover from the partner brand to the host brand occurred only when the host brand was viewed as equally culpable for the offense (i.e., the host was linked directly to the negative act). In addition, moral failures were more detrimental than competence failures in a spokesperson alliance, whereas the reverse was true in a supplier alliance.

Ingredient branding for a luxury brand: The role of brand and product fit

“…Research shows that the ingredient brand can influence consumer evaluations of the host brand either negatively or positively (e.g., Balachander & Ghose, 2003;Votola & Unnava, 2006). Based on prior studies in other areas of branding, it is likely that consumers' perceived fit of brands in the partnership will also influence attitudes toward the host brand.…”

“…Ingredient brand research finds that the ingredient brand influences consumer attitudes toward the host brand both positively and negatively (e.g., Balachander & Ghose, 2003;Votola & Unnava, 2006), and vice versa. The premise underlying the current research is that these basic effects will be influenced by the perceived fit of brands within the ingredient branding partnership.…”

“…This research finds that the branded ingredient can influence consumer attitudes toward the host brand both positively and negatively (e.g., Balachander & Ghose, 2003;Votola & Unnava, 2006). In contrast to its prevalence in practice, ingredient branding has received relatively little attention in the literature (especially, compared to related topics such as brand extensions and brand alliances).…”

The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands

“…In this regard, prior negative information about a brand could have an impact on perceptions towards its CSR activity, and this could be factored in a future study. The variability in positive and negative spillovers resulting from CSR perceptions of the partner brands merits further investigation, and could be a useful addition to the so far sparse literature on negative spillovers in cobranding (e.g., James, 2005;Suh and Park, 2009;Till and Shimp, 1998;Votolato and Unnava, 2006). …”

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

“…It has been found that brand alliances can affect how each of the partner brands is regarded (Simonen & Ruth, 1998). For example, a misdeed committed by one partner can have a negative spillover effect on the other partner, particularly if the innocent partner appears to condone these actions (Votolato & Unnava, 2006). 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.…”