Cobrand Harm Crisis and Consumer Attributions of Responsibility

Casey Newmeyer, Case Western Reserve University, USA
Julie Ruth, Rutgers University, USA
This research investigates responsibility attributions to a cobrand in neutral and negative situations. The authors find evidence that cobrand integration and partner brand strength affect consumer attributions of responsibility for performance and subtyping, or exception, judgments. The results also show asymmetric effects of cobrand integration on product and retailer attributions.
[ to cite ]:
Casey Newmeyer and Julie Ruth (2013) ,"Cobrand Harm Crisis and Consumer Attributions of Responsibility", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.