Herm, S & von der Heidt, T 2012, 'A study of consumer responses to transgressions in a producer-retailer brand partnership', in R Lee (ed.) Sharing the cup of knowledge: Australian and New Zealand Marketing Academy (ANZMAC) Conference, Adelaide, SA, 3-5 December, UniSA & Ehrenberg Bass Institute, Adelaide, SA. ISBN: 9780646563305
A study of consumer responses to transgressions in a producer-retailer brand partnershipProceedings Australian and New Zealand Marketing Academy (ANZMAC) Conference 201
Document TypeConference publication
AbstractThis research investigates negative spillover effects on brand trust and purchase intentions due to transgressions occurring within joint new product launches of a focal ‘in-group’ (internal) brand and a partnering ‘out-group’ (external) brand. An experimental study with 312 video gamers from online brand communities of a video entertainment equipment producer and three different transgression scenarios is undertaken, whereby the internal (Scenario 1) or the external brand is responsible for a launch delay (Scenario 2) or the two cooperating brands delivered the new product on time (Scenario 3).