IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v149y2022icp615-629.html
   My bibliography  Save this article

Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding

Author

Listed:
  • Paydas Turan, Ceyda

Abstract

A brand alliance puts the focal brand at risk of being penalized for a crisis occurring at the partner brand. Such a crisis may weaken the focal brand’s equity unless it responds effectively. However, there is no consensus on the effectiveness of the response strategies at mitigating damage to brand equity. Building on attribution theory, this paper examines the effectiveness of the focal brand’s response strategy as a function of perceived brand integration between the brands in an alliance. The experiments, operationalized as (1) self-reported answers to intention measuring scales and (2) behavioral response in the form of written product reviews, reveal that the perceived integration is a significant moderator, determining the effectiveness of response strategies (deal vs. deny) on brand equity. Consequently, this paper has both theoretical and managerial implications for how to effectively respond to a crisis, while proposing an agenda for future research.

Suggested Citation

  • Paydas Turan, Ceyda, 2022. "Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding," Journal of Business Research, Elsevier, vol. 149(C), pages 615-629.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:615-629
    DOI: 10.1016/j.jbusres.2022.05.053
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322004866
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.05.053?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Folkes, Valerie S, 1984. "Consumer Reactions to Product Failure: An Attributional Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(4), pages 398-409, March.
    2. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    3. Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
    4. Coombs, W. Timothy, 2015. "The value of communication during a crisis: Insights from strategic communication research," Business Horizons, Elsevier, vol. 58(2), pages 141-148.
    5. Weiner, Bernard, 2000. "Attributional Thoughts about Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 382-387, December.
    6. William P. Bottom & Kevin Gibson & Steven E. Daniels & J. Keith Murnighan, 2002. "When Talk Is Not Cheap: Substantive Penance and Expressions of Intent in Rebuilding Cooperation," Organization Science, INFORMS, vol. 13(5), pages 497-513, October.
    7. Mansur Khamitov & Yany Grégoire & Anshu Suri, 2020. "A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 519-542, May.
    8. Folkes, Valerie S, 1988. "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 548-565, March.
    9. Zhou, Lianxi & Whitla, Paul, 2013. "How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation," Journal of Business Research, Elsevier, vol. 66(8), pages 1013-1020.
    10. Vaidyanathan, Rajiv & Aggarwal, Praveen, 2022. "Asymmetric brand alliances: When joint promotions with strong brands hurt," Journal of Business Research, Elsevier, vol. 141(C), pages 213-228.
    11. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
    12. Vanitha Swaminathan & Srinivas Reddy & Sara Dommer, 2012. "Spillover effects of ingredient branded strategies on brand choice: A field study," Marketing Letters, Springer, vol. 23(1), pages 237-251, March.
    13. Jeffrey Radighieri & Babu John Mariadoss & Yany Grégoire & Jean Johnson, 2014. "Ingredient branding and feedback effects: The impact of product outcomes, initial parent brand strength asymmetry, and parent brand role," Marketing Letters, Springer, vol. 25(2), pages 123-138, June.
    14. Bernd Helmig & Jan-Alexander Huber & Peter S. H. Leeflang, 2008. "Co-branding: The Stae of the Art," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 60(4), pages 359-377, October.
    15. Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
    16. Weber, Karin & Sparks, Beverley, 2004. "Consumer attributions and behavioral responses to service failures in strategic airline alliance settings," Journal of Air Transport Management, Elsevier, vol. 10(5), pages 361-367.
    17. Tansev Geylani & J. Jeffrey Inman & Frenkel Ter Hofstede, 2008. "Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty," Marketing Science, INFORMS, vol. 27(4), pages 730-744, 07-08.
    18. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    19. Kim, Peter H. & Dirks, Kurt T. & Cooper, Cecily D. & Ferrin, Donald L., 2006. "When more blame is better than less: The implications of internal vs. external attributions for the repair of trust after a competence- vs. integrity-based trust violation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 99(1), pages 49-65, January.
    20. Paydas Turan, Ceyda, 2021. "What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Paydas Turan, Ceyda, 2021. "What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Jinjiang Cai & Jingjing Wu & Hongjie Zhang & Yifei Cai, 2023. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    3. Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.
    4. Tom Joonhwan Kim & Youjae Yi & Jongan Choi, 2020. "The boomerang effect of brand personality congruency in a product-harm crisis," Australian Journal of Management, Australian School of Business, vol. 45(4), pages 645-661, November.
    5. Chia-Lin Lee, 2014. "Is Co-Branding a Double-Edged Sword for Brand Partners?," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 19-34.
    6. Quamina, La Toya & Xue, Melanie Tao & Chawdhary, Rahul, 2023. "‘Co-branding as a masstige strategy for luxury brands: Desirable or not?," Journal of Business Research, Elsevier, vol. 158(C).
    7. Jessica Mikeska & Elise Johansen Harvey, 2015. "The Political CEO: An Event Study Comparing Consumer Attributions of CEO Behavior," Social Science Quarterly, Southwestern Social Science Association, vol. 96(1), pages 76-92, March.
    8. Gao, Hongzhi & Knight, John G. & Zhang, Hongxia & Mather, Damien, 2013. "Guilt by association: Heuristic risks for foreign brands during a product-harm crisis in China," Journal of Business Research, Elsevier, vol. 66(8), pages 1044-1051.
    9. Alba, George & Slongo, Luiz Antonio, 2020. "Getting a no-reply is also a reply: An investigation of unreplied consumer attributions," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Arora, Swapan Deep & Chakraborty, Anirban, 2021. "Intellectual structure of consumer complaining behavior (CCB) research: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 122(C), pages 60-74.
    11. Ketron, Seth, 2016. "Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis)honesty," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 33-42.
    12. Wiegerinck, V.J.J., 2006. "Consumer trust and food safety. : An attributional approach to food safety incidents and channel response," Other publications TiSEM 6853c430-a9ce-434f-8d45-b, Tilburg University, School of Economics and Management.
    13. Rodolfo Vázquez-Casielles & Ana del Río-Lanza & Ana Díaz-Martín, 2007. "Quality of past performance: Impact on consumers’ responses to service failure," Marketing Letters, Springer, vol. 18(4), pages 249-264, December.
    14. Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
    15. Enis Yakut & Ayse Gul Bayraktaroglu, 2021. "Consumer reactions to product recalls: the effects of intentionality, reputation, and public apology on purchase intentions," Journal of Business Economics, Springer, vol. 91(4), pages 527-564, May.
    16. Hsu, Liwu & Lawrence, Benjamin, 2016. "The role of social media and brand equity during a product recall crisis: A shareholder value perspective," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 59-77.
    17. Simone T. Peinkofer & Yao Henry Jin, 2023. "The impact of order fulfillment information disclosure on consequences of deceptive counterfeits," Production and Operations Management, Production and Operations Management Society, vol. 32(1), pages 237-260, January.
    18. Singh, Jaywant & Crisafulli, Benedetta & Quamina, La Toya, 2020. "‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances," Journal of Business Research, Elsevier, vol. 117(C), pages 839-849.
    19. Choi, Sunmee & Mattila, Anna S., 2008. "Perceived controllability and service expectations: Influences on customer reactions following service failure," Journal of Business Research, Elsevier, vol. 61(1), pages 24-30, January.
    20. Mark ANDERSON & Peter MARTINS DA SILVA, 2015. "Evaluations of Co-Brands: A Two-Country Comparison," Expert Journal of Marketing, Sprint Investify, vol. 3(2), pages 51-61.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:615-629. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.