Construct · 1 fields · 1 citations

brand scandal spillover: a standalone construct

One name. One construct. A landmark on the map.

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brand scandalspillover1 CONSTRUCTBrand scandal spilloverROEHM · MARKETING

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Marketing

a scandal at one brand spreading to competitors seen as similar, and how those competitors should respond.

In marketing, brand scandal spillover refers to a scandal at one brand spreading to competitors seen as similar, and how those competitors should respond. This meaning comes from Roehm (2006) in Journal of Marketing Research.[1]

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Nearby constructs

spillover4 fields · 4 citationsjingle · one word, four constructs

References

  1. Roehm, M. L., & Tybout, A. M. (2006). When Will a Brand Scandal Spill Over, and how Should Competitors Respond? Journal of Marketing Research, 43(3), 366-373. https://doi.org/10.1509/jmkr.43.3.366

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