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Measuring the impact of critical incidents on brand personality

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  • Sven Tischer
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    Abstract

    To evaluate how occurring critical incidents change customer perceptions of brand personality, this study measures the impact on the basis of an online experiment. For this purpose, 1,132 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different critical incidents (corruption vs. product failure). Brand personality perceptions before and after these negative incidents are collected using the measurement model of Geuens, Weijters and De Wulf (2009). The measurement model is examined and the group specific factor scores are estimated. Based on these factor scores, latent means are calculated and hence reactions (personality shifts) are evaluated. The findings indicate that brand personality dimensions are not equally affected. Moreover, the results demonstrate that both brand equity and the business relationship before crisis moderate the effect of distinct critical incidents.

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    File URL: http://sfb649.wiwi.hu-berlin.de/papers/pdf/SFB649DP2012-064.pdf
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    Bibliographic Info

    Paper provided by Sonderforschungsbereich 649, Humboldt University, Berlin, Germany in its series SFB 649 Discussion Papers with number SFB649DP2012-064.

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    Length: 54 pages
    Date of creation: Oct 2012
    Date of revision:
    Handle: RePEc:hum:wpaper:sfb649dp2012-064

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    Keywords: Brand personality; critical incidents; negative publicity; online experiment;

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    1. Dawar, Niraj & Lei, Jing, 2009. "Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations," Journal of Business Research, Elsevier, Elsevier, vol. 62(4), pages 509-516, April.
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 24(4), pages 343-73, March.
    3. Caprara, Gian Vittorio & Barbaranelli, Claudio & Guido, Gianluigi, 2001. "Brand personality: How to make the metaphor fit?," Journal of Economic Psychology, Elsevier, Elsevier, vol. 22(3), pages 377-395, June.
    4. Harald Van Heerde & Kristiaan Helsen & Marnik G. Dekimpe, 2007. "The Impact of a Product-Harm Crisis on Marketing Effectiveness," Marketing Science, INFORMS, INFORMS, vol. 26(2), pages 230-245, 03-04.
    5. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, Elsevier, vol. 52(4), pages 357-365, July.
    6. Johan Rekom & Gabriele Jacobs & Peeter Verlegh, 2006. "Measuring and managing the essence of a brand personality," Marketing Letters, Springer, Springer, vol. 17(3), pages 181-192, July.
    7. Ahluwalia, Rohini, 2002. " How Prevalent Is the Negativity Effect in Consumer Environments?," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(2), pages 270-79, September.
    8. Cleeren, K. & Dekimpe, M.G. & Helsen, K., 2008. "Weathering product-harm crises," Open Access publications from Tilburg University urn:nbn:nl:ui:12-321393, Tilburg University.
    9. Milas, Goran & Mlacic, Boris, 2007. "Brand personality and human personality: Findings from ratings of familiar Croatian brands," Journal of Business Research, Elsevier, Elsevier, vol. 60(6), pages 620-626, June.
    10. M. Geuens & B. Weijters & K. De Wulf, 2008. "A New Measure of Brand Personality," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium, Ghent University, Faculty of Economics and Business Administration 08/545, Ghent University, Faculty of Economics and Business Administration.
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