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This paper aims to investigate the effects of minorities’ who experienced discrimination on perceptions of offensiveness tied to brand imagery that stereotypically depicts other minorities classified as out-group members.

Study 1 utilizes factor analysis to develop dependent variables, and a path analysis to model relationships between the focal independent variable (IV) and dependent variable (DVs). Study 2 uses an experimental approach analyzing data with ANOVA and bootstrapping methodologies.

Minorities who report experiencing more discrimination perceive more offensiveness tied to branding containing overt stereotypical depictions of out-groups. This effect is mediated through a perceived sympathy for the out-group. However, while some minorities perceive these branded logos as relatively more offensive, minorities, as a group, do not perceive these stereotyped logos as overly offensive.

Minorities not depicted in or alluded to in stereotypical imagery associated with a brand may be a valuable consumptive bloc that can be recruited to oppose such uses of stereotypes. This research highlights that any sympathy that these minorities report holding for depicted minority groups may be important to future targeted communications. Brand managers may need to aggressively defend the brand against negative attributions derived from non-depicted minorities’ felt sympathy. Depicted minorities fighting to remove stereotypical imagery in brands may be able to leverage non-depicted minorities’ expressed sympathy to form coalitions. Depicted minorities’ communications, however, may need to increase issue relevance to non-depicted minorities.

This research explores how non-affected groups perceive stereotypes infused in branding. It demonstrates that, depending on past experiences, these individuals may defend against a perceived social threat targeted at a societal out-group.

This study used a critical incidents methodology to examine the influence of accounts on perceived social loafing and evaluations of team member, and to investigate the face management and responsibility explanations of account‐giving. The results of this study suggest that communicative acts such as accounts may reduce perceived loafing. In addition, perceived loafing and evaluations of the team member were influenced by the type of account provided; concessions were more effective in decreasing perceptions of social loafing and increasing evaluations of the team member than excuses and justifications which, in turn, were more effective than refusals. These findings indicate tentative support for the face management explanation of account effectiveness.

This research aims to systematically explore the cognitive and emotional effects of values-related and performance-related negative brand publicity and investigate how the psychological effects translate into different behavioural outcomes. In addition, it examines the relative effectiveness of two major brand response strategies in mitigating negative publicity.

Two experimental studies were conducted to test the hypotheses. Study 1 examines the effects of values- and performance-related negative brand publicity, using a 3 (negative brand publicity: values-related vs performance-related vs control) × 2 (brand: Dove vs Axe) between-subjects experiment. Study 2 further compares the effects of two major brand response strategies on consumers’ post-crisis perceived trustworthiness and trust and responses towards a brand involved in negative publicity. A 2 (negative brand publicity: values-related vs performance-related) × 2 (brand response strategy: reduction-of-offensiveness vs corrective action) between-subjects design was used.

The results suggest that values-related negative brand publicity is perceived as being more diagnostic and elicits a stronger emotion of contempt, but a weaker emotion of pity than performance-related negative brand publicity. Moreover, values-related negative brand publicity has a stronger negative impact on consumer responses than performance-related negative brand publicity. Interestingly, compared to perceived diagnosticity of information and the emotion of pity, the emotion of contempt is more likely to cause differences in consumer responses to these two types of negative brand publicity. Regarding brand response strategy, corrective action is more effective than reduction-of-offensiveness for both types of negative brand publicity, but the advantage of corrective action is greater for the performance-related case.

This research enriches the negative publicity and brand perception literature, showing the asymmetric cognitive, emotional and behavioural effects of values- and performance-related negative brand publicity. It also identifies the psychological mechanisms underlying consumer responses to negative brand publicity, and it provides empirical evidence for the relative effectiveness of two major brand response strategies.

What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior? Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables is attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediate the effect of offensiveness and the recognition that an ad is hijacked on intentions to engage in negative WOM behavior.

This paper investigates these questions through an empirical examination using an original corporate brand ad, a hijacked version of the original ad using a disparaging humor dimension and another hijacked version of the original ad using the offensiveness dimension.

Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables was attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediates the effect of the recognition that an ad is hijacked and the dimension of offensiveness on intentions to engage in negative WOM behavior. The result, that a fairly high percentage of respondents attribute the original corporate brand as the source of the hijacked ads, points to a potentially damaging and out-of-control threat to marketers.

Through an empirical study, converging results around the effects of hijacking ads with disparaging humor and offensive dimensions on consumers’ attitudes toward the advertised brand and a propensity to engage in negative WOM behavior were gathered.

The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing across a wide range of industries. The author defines this concept as brand vulgarity and explores the practice, as it situates in the midst of irony, as terms commonly held as taboo and societally indecent, are moving into the mainstream.

This study draws on the established literature in branding, profanity and ironic marketing to create a conceptual framework through which to understand brand vulgarity.

Brand vulgarity is intended to capture attention. However, several factors influence consumer receptivity and acceptance. These factors include perceived offensiveness exposure and the reclaiming and reappropriation of vulgar terms. Brand vulgarity not only challenges traditional approaches to nomenclature in branding but the building of brand image as well.

The marketplace has become a brand war demarcated by fierce competition each entity vying for attention. The use of vulgar terminology and the growing ease of consumer receptivity calls to question changes in sociocultural sensitivity and its influence on social acceptance of brand vulgarity.

This work breaks new ground as the first to introduce the concept of brand vulgarity and examine the practice across multiple industries.

Image restoration theory has become a dominant paradigm for examining corporate communication in times of crises. However, much insight gleaned from scholarly research in this area remains descriptive – simply recounting how certain corporations or companies communicated during times of crisis – rather than prescriptive. Therefore, to provide more direct guidance to corporations and organizations, this paper offers the first empirical test of Benoit's five image restoration strategies vis‐à‐vis each other simultaneously within the context of a single crisis situation.

An experimental investigation that measures consumers' reactions to differentially manipulated crisis‐communication messages. Methods of data analysis include ANOVA and post hoc comparisons of means.

Results indicate that the strategy of reducing the offensiveness of the event consistently led to higher reputation‐related perceptions of a company than did the other four strategies – denial, evasion of responsibility, corrective action, and mortification – when implemented during a product‐harm crisis situation.

Findings have direct implications for corporate communicators and the organizations they represent in developing and implementing crisis‐communication strategies.

This paper offers an original test of all image restoration strategies within the context of a single crisis. In addition to providing clearer guidelines to practitioners, such inquiry also accelerates the transfer of image restoration theory from the realm of retrospection and description to that of prescription and inference.

The paper aims to test Benoit's five image restoration strategies to examine how each strategy impacts perceptions of the organization‐public relationship (OPR) and corporate social responsibility (CSR). It also examines how the strategy used impacts the credibility of the source cited in the crisis response message.

An experiment measures stakeholders' reactions to the different crisis messages and the messages' impact on perceptions of the OPR, CSR, and source credibility measures.

Results indicate the reducing the offensiveness strategy led to higher perceptions of the OPR and CSR. The image restoration strategy employed does impact stakeholders' perceptions of the credibility of the source.

The paper indicates organizations should try to bolster, minimize, transcend, and differentiate when preparing crisis messages during a product recall crisis. These types of messages protect the OPR and perceptions of CSR.

It adds to the experimental literature (whereas previous research uses cases studies). It expands Dardis and Haigh by examining the impact image restoration strategies have on OPR and CSR. It also extends current literature by examining the source of the message and how the image restoration strategy employed impacts the credibility of the source.

This study aims to explore the use of corporate social responsibility (CSR) disclosures by the “Big Four” Australian banks post the banking royal commission (BRC) to manage their reputational risk.

This paper uses a case study approach through a thematic analysis of the Big Four banks’ annual and sustainability reports and uses reputation risk management (RRM) as a conceptual lens to explore the image restoration strategies used by these banks.

The study finds that a corrective action strategy was disclosed extensively by all four banks whereby each bank outlined the actions that they were undertaking to correct the deficiencies identified by the BRC. However, the impact of these proposed actions was tampered by the fact that each bank sought to use strategies to reduce the offensiveness of their misdemeanours. It is argued that while disclosure on corrective actions and compensation is useful, an emphasis on reducing offensiveness of actions impacts the effectiveness of banks’ responses and their acceptance of full responsibility for their actions.

This paper applies the RRM perspective to a recent reputation damaging event, thereby expanding the literature on image restoration strategies used by companies during major incidents.

This study provides useful insights in relation to the approaches used to manage the reputational risk arising from the BRC. It provides insights into the credibility of information disclosed post an incident and has potential implications for the assurance of such information.

Given the critical importance of the banking industry to modern society, misconduct in this sector needs a closer examination, requiring a greater need for responsibility from its key players.

This study extends the applicability of the RRM perspective to a social incident and highlights that it is reputation, rather than legitimacy, that is critical when organisations in an industry face extensive public scrutiny. A thematic analysis approach adds value to the methods used for analysing CSR disclosures.

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the samples with regard to sex role portrayals, company image and purchase intentions. Finds a significant structural linkage between criticality of role portrayals and company image as well as between company image and purchase intention. Identifies the existence of “feminist consciousness” across the various samples and also examines its impact on perceptions and intentions to purchase. Presents implications for global advertisers.