Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?

271 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Data Privacy: Effects on Customer and Firm Performance (2017, unknown): “…in our conceptualization of spillover vulnerability, when negative events garner unfavorable publicity, the in ﬂ uence often spreads to rival ﬁ rms through a “ guilt-by-association ” effect, such that crises can harm ﬁ rms that represent close rivals to an affected ﬁ rm (Borah and Tellis 2016).”
Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value (2017, background): “Our research differs from and contributes to related research (e.g., Borah and Tellis 2016; Chen, Ganesan, and Liu 2009; Cleeren, Van Heerde, and Dekimpe 2013; Eilert et al. 2017; Gao et al. 2015; Liu and Shankar 2015; Xiong and Bharadwaj 2013; Yun 2014) in important ways (see Table 2).”
Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands (2018, background): “Like Borah and Tellis (2016), they restrict their analysis to product recalls; they also do not consider individual consumer perceptions of a firestorm or any long-term impact, nor whether, and how long, they might hurt a brand's image.”