This 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).
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