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

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.



Citation:

Sabine Einwiller, Michaela Waenke, 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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More

Featured

The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study

Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France

Read More

Featured

H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.