Guilty by association: image ‘spill-over’ in corporate co-branding

Kahuni, Abel Tasiyana, Rowley, Jennifer and Binsardi, Arnaz (2009) Guilty by association: image ‘spill-over’ in corporate co-branding. Corporate Reputation Review, 12 (1). pp. 52-63. ISSN 1479-1889

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Abstract

This paper reports a case study that investigates corporate image transfer and bad image management in a corporate co-branded sports team. A literature review covers image in sports, corporate co-branding and image transfer. The extent and management of potential bad image transfer is explored through a case study based on the 2007 Formula One spying scandal involving the Vodafone McLaren-Mercedes Formula One team. There is some evidence of bad image transfer, but the management of the crisis, led by the team's management, and supported by the silence of key team sponsors has largely averted the bad image crisis and deflected media attention.