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When accidents are good for a brand

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  • Gaustad, Tarje
  • Utgård, Jakob
  • Fitzsimons, Gavan J.

Abstract

In this research we demonstrate that negative press about accidents caused by users can counterintuitively improve brand evaluations. In two studies, we find an interaction between the brand diagnosticity of the user accident and the degree to which consumers identify with the brand. Following negative press about a user accident, low brand identifiers decrease their brand liking and high brand identifiers increase their brand liking, but only when the accident is brand diagnostic (e.g., a fast car brand in a speed-related accident).

Suggested Citation

  • Gaustad, Tarje & Utgård, Jakob & Fitzsimons, Gavan J., 2020. "When accidents are good for a brand," Journal of Business Research, Elsevier, vol. 107(C), pages 153-161.
    • Handle: RePEc:eee:jbrese:v:107:y:2020:i:c:p:153-161
    DOI: 10.1016/j.jbusres.2018.10.040
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    References listed on IDEAS

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