‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances

Singh, J., Crisafulli, Benedetta and Quamina, L. 2020. ‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research. 117, pp. 839-849. https://doi.org/10.1016/j.jbusres.2019.01.014

Title‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances
TypeJournal article
AuthorsSingh, J., Crisafulli, Benedetta and Quamina, L.
Abstract Abstract Corporate co-branding, or brand alliances, is a popular strategy, regarded as beneficial to the allied brands. There are, however, caveats to this strategy due to crises concerning one of the partner brands. Employing an experiment, we investigate the impact of crisis types and response strategies, and the interactions, on corporate image of the culpable ally, the non-culpable partner, and the alliance. Results show that preventable crises, high in controllability and intentionality, are detrimental to the image of the culpable ally. Deny response is, nonetheless, effective for restoring corporate image, when compared with diminish or acknowledge/rebuild responses. We further demonstrate that the non-culpable partner suffers from crises only indirectly, due to negative post-crisis attitudes toward the alliance, which in turn influence intentions to purchase alliance offering. Our findings underscore the need for corporate brands to use co-branding with caution, carefully planning for crises, and judiciously considering the viability of response strategies.
Keywordscorporate co-branding
crisis
corporate image
crisis response strategies
experiment
structural equation modeling
JournalJournal of Business Research
Journal citation117, pp. 839-849
ISSN01482963
Year2020
PublisherElsevier
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2019.01.014
Publication dates
Published online22 Jan 2019
Published in printSep 2020
Licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/

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Under embargo until 31 Jan 2022
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