Deal or deny: The effectiveness of crisis response strategies on brand equity of the focal brand in co-branding

A brand alliance puts the focal at risk of being penalized for a crisis occurring partner brand. Such may weaken brand’s equity unless it responds effectively. However, there is no consensus on effectiveness response strategies mitigating damage to equity. Building attribution theory, this paper examines strategy as function perceived integration between brands in an alliance. The experiments, operationalized (1) self-reported answers intention measuring scales and (2) behavioral form written product reviews, reveal that significant moderator, determining (deal vs. deny) Consequently, has both theoretical managerial implications how effectively respond crisis, while proposing agenda future research.