This research investigates negative spillover effects on brand trust and purchase intentions due to transgressions occurring within joint new product launches of a focal ‘in-group’ (internal) brand and a partnering ‘out-group’ (external) brand. An experimental study with 312 video gamers from online brand communities of a video entertainment equipment producer and three different transgression scenarios is undertaken, whereby the internal (Scenario 1) or the external brand is responsible for a launch delay (Scenario 2) or the two cooperating brands delivered the new product on time (Scenario 3).
Conference paper
A study of consumer responses to transgressions in a producer-retailer brand partnership
Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University
Australian and New Zealand Marketing Academy (ANZMAC) Conference (Adelaide, South Australia, 03/12/2012 - 05/12/2012)
2012
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Abstract
Details
- Title
- A study of consumer responses to transgressions in a producer-retailer brand partnership
- Creators
- Steffen Herm - Hochschule für Technik und Wirtschaft BerlinTania von der Heidt - Southern Cross University
- Conference
- Australian and New Zealand Marketing Academy (ANZMAC) Conference (Adelaide, South Australia, 03/12/2012 - 05/12/2012)
- Publisher
- Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University; Perth, WA
- Identifiers
- 1385; 991012821632502368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Resource Type
- Conference paper