Halo (spillover) effects in social media : do product recalls of one brand hurt or help rival brands?
Year of publication: |
April 2016
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Authors: | Borah, Abhishek ; Tellis, Gerard J. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 53.2016, 2, p. 143-160
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Subject: | brand harm | online chatter | product recall | perverse halo | spillover | Social Web | Social web | Spillover-Effekt | Spillover effect | Produkthaftung | Product liability | Markenführung | Brand management | Markenimage | Brand image | Produktqualität | Product quality |
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