Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2019 Annual Conference


The Horns Effect of a Moral Brand Scandal on Perceived Product Quality
(A2019-7943)

Published: May 28, 2019

AUTHORS

Julia Kick, Copenhagen Business School; Florian Kock, Copenhagen Business School

KEYWORDS

Horns effect; perceived product quality; corporate social responsibility

ABSTRACT

Numerous examples of brands deceiving and disappointing their stakeholders can be found throughout marketing history. While these incidents have received great attention from both public media and academia, researchers have hardly considered their potential consequences on the scandalized brand’s perceived product quality. Merging organizational theory and the concept of legitimacy with contemporary marketing approaches, this paper understands moral brand scandals as jolts which result in consumers reassessing previously formed perceptions regarding the respective brand. In an experimental design, the authors show a negative halo effect, a so-called horns effect, thus drawing attention to the negative consequences of unethical behaviour on perceived product quality and performance. Complementing the extensive literature addressing the positive effects of corporate social responsibility (CSR) activities, this paper bears important theoretical and managerial implications.