Halo (Spillover) effects in social media: Do product recalls of one brand hurt or help rival brands?

Journal of Marketing Research

Volumn 53, Issue 2, 2016, Pages 143-160

  Borah, Abhishek ^a   Tellis, Gerard J ^b  

^a UNIVERSITY OF WASHINGTON   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

Brand harm; Online chatter; Perverse halo; Product recall; Spillover

Indexed keywords

EID: 84974593651     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.13.0009     Document Type: Article

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