A Disaster Is Contagious: How a Brand in Crisis Affects Other Brands

Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands.

A Disaster Is Contagious: How a Brand in Crisis Affects Other Brands

Micael DahlÉNFredrik Lange

INTRODUCTION

Tylenol poisonings, questionable ethics at Arthur Andersen, defective Firestone tires, contaminated Taco Bell products-the list of high-profile...