The Horns Effect of a Moral Brand Scandal on Perceived Product Quality

Julia Kick, Florian Kock

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

Numerous examples of brands deceiving and disappointing their stakeholders can be found throughout marketing history. While these incidents have received great attention from both public media and academia, researchers have hardly considered their potential consequences on the scandalized brand’s perceived product quality. Merging organizational theory and the concept of legitimacy with contemporary marketing approaches, this paper understands moral brand scandals as jolts which result in consumers reassessing previously formed perceptions regarding the respective brand. In an experimental design, the authors show a negative halo effect, a so-called horns effect, thus drawing attention to the negative consequences of unethical behaviour on perceived product quality and performance. Complementing the extensive literature addressing the positive effects of corporate social responsibility (CSR) activities, this paper bears important theoretical and managerial implications.
OriginalsprogEngelsk
TitelProceedings of the EMAC 2019 Annual Conference
Antal sider1
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2019
ISBN (Trykt)9783982114606
StatusUdgivet - 2019
BegivenhedThe 48th EMAC Annual Conference 2019 - University of Hamburg, Hamburg, Tyskland
Varighed: 29 maj 201931 maj 2019
Konferencens nummer: 48
https://www.emac-2019.org/

Konference

KonferenceThe 48th EMAC Annual Conference 2019
Nummer48
LokationUniversity of Hamburg
LandTyskland
ByHamburg
Periode29/05/201931/05/2019
Internetadresse

Emneord

  • Horns effect
  • Perceived product quality
  • Corporate social responsibility

Citationsformater