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.

中文翻译：

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外生品牌危机：品牌感染与污染

尽管已有关于品牌违规的文献，但 Covid-19 强调需要更好地了解外生造成的品牌危机。我们介绍、定义和区分源自外生、冒犯性品牌和更广泛市场的两种类型的危机——品牌感染和品牌污染。我们进一步提出了未来的研究思路，这些想法可以为公司可以用来解决外生品牌危机的预防、缓解和恢复策略提供见解。