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


Tylenol poisonings, questionable ethics at Arthur Andersen, defective Firestone tires, contaminated Taco Bell products-the list of high-profile brand crises in recent years is a long one. Flip through the pages of any newspaper on a given day and you can be sure to find reports of brands in crisis. The authors perused four major newspapers on a Thursday morning and found 19 articles relating to brands-11 were negative. The frequency of negative brand publicity is increasing in...

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