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Exogenous brand crises: brand infection and contamination

Author

Listed:
  • Kimberly A. Whitler

    (University of Virginia)

  • Ali Besharat

    (University of Denver)

  • Saim Kashmiri

    (University of Mississippi)

Abstract

Although there is an established literature regarding brand transgressions, Covid-19 has highlighted the need to better understand exogenously created brand crises. We introduce, define, and distinguish between two types of crises that emanate from exogenous, offending brands and the broader marketplace—brand infection and brand contamination. We further present future research ideas that can provide insights into the prevention, mitigation, and recovery strategies that firms can employ to address exogenously created brand crises.

Suggested Citation

  • Kimberly A. Whitler & Ali Besharat & Saim Kashmiri, 2021. "Exogenous brand crises: brand infection and contamination," Marketing Letters, Springer, vol. 32(1), pages 129-133, March.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:1:d:10.1007_s11002-020-09554-4
    DOI: 10.1007/s11002-020-09554-4
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    References listed on IDEAS

    as
    1. Saim Kashmiri & Cameron Duncan Nicol & Liwu Hsu, 2017. "Birds of a feather: intra-industry spillover of the Target customer data breach and the shielding role of IT, marketing, and CSR," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 208-228, March.
    2. Kashmiri, Saim & Gala, Prachi & Nicol, Cameron Duncan, 2019. "Seeking pleasure or avoiding pain: Influence of CEO regulatory focus on firms' advertising, R&D, and marketing controversies," Journal of Business Research, Elsevier, vol. 105(C), pages 227-242.
    3. Cleeren, K. & Dekimpe, M.G. & Helsen, K., 2008. "Weathering product-harm crises," Other publications TiSEM 283b51f8-dd35-4a10-930a-8, Tilburg University, School of Economics and Management.
    4. Melodena Stephens Balakrishnan, 2011. "Protecting from brand burn during times of crisis," Management Research Review, Emerald Group Publishing Limited, vol. 34(12), pages 1309-1334, November.
    5. 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.
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    Cited by:

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    4. Ali Besharat & Kimberly A. Whitler & Saim Kashmiri, 2024. "When CEO Pay Becomes a Brand Problem," Journal of Business Ethics, Springer, vol. 190(4), pages 941-973, April.

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