ABSTRACT

This research explores the effects of a brand scandal that affects a for-profit brand collaborating with a non-profit organisation. Two experimental studies demonstrated that the effects on the for-profit brand were driven by the domain of the partnership and the crisis, while the effects on the non-profit brand were not. A crisis in the same domain as the partnership had stronger effects on the for-profit brand (intention to buy and negative word of mouth). These effects are mediated by perceptions of brand hypocrisy and a decrease in for-profit brand equity. The non-profit brand is equally hurt by the for-profit brand crisis, regardless of the partnership-crisis consistency.

Our results indicate a strong asymmetry: the non-profit brand, despite its innocence, is more vulnerable than the guilty for-profit brand.

摘要

这项研究探讨了品牌丑闻的影响，该丑闻会影响与非营利组织合作的营利品牌。两项实验研究表明，对营利性品牌的影响是由合作领域和危机驱动的，而对非营利性品牌的影响则不是。与合作伙伴同一领域的危机对营利性品牌的影响更大（购买意向和负面口碑）。这些影响是由品牌虚伪的看法和营利性品牌资产的减少所调节的。无论合作伙伴危机的一致性如何，非营利品牌都同样受到营利品牌危机的伤害。

我们的结果表明了一种强烈的不对称性：非营利品牌尽管是无辜的，但比有罪的营利品牌更容易受到伤害。