Attributional Processes During Product Failures – the Role of the Corporate Brand As Buffer

Sabine Einwiller, University of St. Gallen
Michaela Waenke, University of Basel
Andreas Herrmann,Jakub Samochowiec , University of St. Gallen,University of Basel
Andreas Herrmann,Jakub Samochowiec , University of St. Gallen,University of Basel

Attributional Processes during Product Failures – The Role of the Corporate Brand as Buffer

 

Sabine Einwiller, University of St. Gallen

Michaela Waenke, University of Basel

Andreas Herrmann, University of St. Gallen

Jakub Samochowiec, University of Basel

 

 

Information about product failures is expected to deteriorate brand attitudes. However, our research indicates that the harmful impact is attenuated if the responsibility for the failure can be assigned to a superordinate brand. We found a significant interaction between the favorability of product information and the strength by which a product brand is endorsed by a corporate brand. Negative information reduced attitudes towards the product brand but only when the product brand was not strongly endorsed by a corporate brand. These findings call for the incorporation of the corporate brand’s function as buffer into the models of brand architecture.
[ to cite ]:
Sabine Einwiller, Michaela Waenke, Andreas Herrmann,Jakub Samochowiec , and Andreas Herrmann,Jakub Samochowiec (2006) ,"Attributional Processes During Product Failures – the Role of the Corporate Brand As Buffer", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 270-271.