Document Type

Article

Publication Date

3-1-2021

Abstract

Although there is an established literature regarding brand transgressions, Covid-19 has highlighted the need to better understand exogenously created brand crises. We introduce, define, and distinguish between two types of crises that emanate from exogenous, offending brands and the broader marketplace—brand infection and brand contamination. We further present future research ideas that can provide insights into the prevention, mitigation, and recovery strategies that firms can employ to address exogenously created brand crises.

Relational Format

journal article

DOI

10.1007/s11002-020-09554-4

Accessibility Status

Searchable text

Included in

Business Commons

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