Dark Side of Brand Salience in Memory: Spillover to the #1 Brand

Jihye Park, Hankuk University of Foreign Studies
Rao Unnava, The Ohio State University
Jiyoung Ha, Hankuk University of Foreign Studies
This research examined if brand salience in memory is not always beneficial. The market leader brand is blamed or falsely implicated by scandals caused by other competing brands. Brand similarity or typicality had no bearing on these results.
[ to cite ]:
Jihye Park, Rao Unnava, and Jiyoung Ha (2014) ,"Dark Side of Brand Salience in Memory: Spillover to the #1 Brand", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 803-803.