Bad Buzz by association: understanding and managing the impact of influencer scandals on the brand equity, brand image and consumer trust of associated brands

Details

Supervisors

Jupsin, Thierry

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

enThis thesis examines how influencer scandals spill over onto the brands they're associated with ("guilt by association"), drawing on a survey of consumers and interviews with Belgian industry professionals. The key finding: a fast, authentic brand response is by far the strongest factor in limiting reputational damage, more so than brand-influencer fit. More surprisingly, a strong fit doesn't necessarily worsen trust and image, contradicting what the interviewed professionals expected. The practical takeaway: brands can't prevent influencer scandals, but they retain full control over how quickly and honestly they respond.