When Branding Strategies Do Not Shield Sub-Brands From Negative Publicity: the Role of Consumers' Cognitive Styles

Consumers’ negative reaction to a moral misconduct committed by one organization may spill over to another organization that is loosely associated with it but not morally implicated in its wrongdoing. We study whether ethical violations can trigger a contagion of moral blame, and whether such contagion is culturally variable.



Citation:

Rebecca Chae, Yong H. Kim, and Julia Lee (2019) ,"When Branding Strategies Do Not Shield Sub-Brands From Negative Publicity: the Role of Consumers' Cognitive Styles", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 499-500.

Authors

Rebecca Chae, University of Michigan, USA
Yong H. Kim, Hong Kong University of Science and Technology, China
Julia Lee, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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