When Will a Brand Scandal Spillover and How Should Competitors Respond?, Journal of Marketing Research
Three experiments identify conditions under which a brand scandal spills over and negatively affects beliefs about the product category and beliefs about competing brands. Strategies for reducing the likelihood of spillover effects and for responding to scandal spillover are also examined.
Michelle L. Roehm, Alice M. Tybout
Roehm, L. Michelle, and Alice M. Tybout. 2006. When Will a Brand Scandal Spillover and How Should Competitors Respond?. Journal of Marketing Research. 43(3): 366-373.