This research explores the effects of a brand scandal that affects a for-profit brand collaborating with a non-profit organisation. Two experimental studies demonstrated that the effects on the for-profit brand were driven by the domain of the partnership and the crisis, while the effects on the non-profit brand were not. A crisis in the same domain as the partnership had stronger effects on the for-profit brand (intention to buy and negative word of mouth). These effects are mediated by perceptions of brand hypocrisy and a decrease in for-profit brand equity. The non-profit brand is equally hurt by the for-profit brand crisis, regardless of the partnership-crisis consistency. Our results indicate a strong asymmetry: the non-profit brand, despite its innocence, is more vulnerable than the guilty for-profit brand.

Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands / Gabrielli, V.; Baghi, I.; Bergianti, F.. - In: JOURNAL OF MARKETING MANAGEMENT. - ISSN 0267-257X. - 37:15-16(2021), pp. 1573-1604. [10.1080/0267257X.2021.1928267]

Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands

Gabrielli V.
;
Baghi I.;Bergianti F.
2021

Abstract

This research explores the effects of a brand scandal that affects a for-profit brand collaborating with a non-profit organisation. Two experimental studies demonstrated that the effects on the for-profit brand were driven by the domain of the partnership and the crisis, while the effects on the non-profit brand were not. A crisis in the same domain as the partnership had stronger effects on the for-profit brand (intention to buy and negative word of mouth). These effects are mediated by perceptions of brand hypocrisy and a decrease in for-profit brand equity. The non-profit brand is equally hurt by the for-profit brand crisis, regardless of the partnership-crisis consistency. Our results indicate a strong asymmetry: the non-profit brand, despite its innocence, is more vulnerable than the guilty for-profit brand.
2021
mag-2021
37
15-16
1573
1604
Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands / Gabrielli, V.; Baghi, I.; Bergianti, F.. - In: JOURNAL OF MARKETING MANAGEMENT. - ISSN 0267-257X. - 37:15-16(2021), pp. 1573-1604. [10.1080/0267257X.2021.1928267]
Gabrielli, V.; Baghi, I.; Bergianti, F.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1253936
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