The Effects of Product Scandals on Parent Brands: Linguistic Signatures of a Protective Mechanism

We examined whether in case of a scandal, strong parent brands are protected against taking damage by an attribution that is particularly situational. Participants received information about a scandal, around a product brand that was either associated with a strong or a weak parent brand. The language participants used for retelling the scandal was less abstract for the strong parent brand, indicating a different, more situational attribution of the product’s poor performance. This resulted in significantly less negative feedback to the strong parent brand.


Ernst Primosch, Simon Ineichen, and Arnd Florack (2007) ,"The Effects of Product Scandals on Parent Brands: Linguistic Signatures of a Protective Mechanism", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 353-355.


Ernst Primosch, Henkel, Germany
Simon Ineichen, University of Basel
Arnd Florack, University of Basel


NA - Advances in Consumer Research Volume 34 | 2007

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