Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/79588
Authors: 
Tischer, Sven
Year of Publication: 
2012
Series/Report no.: 
SFB 649 Discussion Paper 2012-064
Abstract: 
To evaluate how occurring critical incidents change customer perceptions of brand personality, this study measures the impact on the basis of an online experiment. For this purpose, 1,132 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different critical incidents (corruption vs. product failure). Brand personality perceptions before and after these negative incidents are collected using the measurement model of Geuens, Weijters and De Wulf (2009). The measurement model is examined and the group specific factor scores are estimated. Based on these factor scores, latent means are calculated and hence reactions (personality shifts) are evaluated. The findings indicate that brand personality dimensions are not equally affected. Moreover, the results demonstrate that both brand equity and the business relationship before crisis moderate the effect of distinct critical incidents.
Subjects: 
Brand personality
critical incidents
negative publicity
online experiment
JEL: 
M14
M31
C12
C14
C38
C93
Document Type: 
Working Paper

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