BIROn - Birkbeck Institutional Research Online

    ‘Corporate image at stake’: the impact of crises and response strategies on consumer perceptions of corporate brand alliances

    Crisafulli, Benedetta and Singh, J. and Quamina, L.T. (2020) ‘Corporate image at stake’: the impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research 117 , pp. 839-849. ISSN 0148-2963.

    Accepted version_09 01 19.pdf - Author's Accepted Manuscript
    Available under License Creative Commons Attribution Non-commercial No Derivatives.

    Download (639kB) | Preview


    Corporate co-branding, or brand alliances, is a popular strategy, regarded as beneficial to the allied brands. There are, however, caveats to this strategy due to crises concerning one of the partner brands. Employing an experiment, we investigate the impact of crisis types and response strategies, and the interactions, on corporate image of the culpable ally, the nonculpable partner, and the alliance. Results show that preventable crises, high in controllability and intentionality, are detrimental to the image of the culpable ally. Deny response is, nonetheless, effective for restoring corporate image, when compared with diminish or acknowledge/rebuild responses. We further demonstrate that the non-culpable partner suffers from crises only indirectly, due to negative post-crisis attitudes toward the alliance, which in turn influence intentions to purchase alliance offering. Our findings underscore the need for corporate brands to use co-branding with caution, carefully planning for crises, and judiciously considering the viability of response strategies.


    Item Type: Article
    Keyword(s) / Subject(s): corporate co-branding, crisis, corporate image, crisis response strategies, experiment, structural equation modeling
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Benedetta Crisafulli
    Date Deposited: 10 Jan 2019 06:56
    Last Modified: 02 Aug 2023 17:47


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item