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This study investigates negative spillover effects on competitor brands when online ads appear alongside Web news about rivals’ IP troubles. Using an experiment with Japanese consumers, results show nagative spillover occurs only among existing users of the advertised competitor (Temu), who evaluate it less favorably. Non-users, however, perceive it more positively. Findings highlight prior brand experience as a boundary condition.

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Negative Spillover Effect on an Advertised Competitor Brand in the Context of Rival Brands’ IP Trouble

  • 章节

  • 发表日期：

    2025年

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  • Yoshitomo Hatakeyama,
  • Keigo Taketani

摘要

This study investigates negative spillover effects on competitor brands when online ads appear alongside Web news about rivals’ IP troubles. Using an experiment with Japanese consumers, results show nagative spillover occurs only among existing users of the advertised competitor (Temu), who evaluate it less favorably. Non-users, however, perceive it more positively. Findings highlight prior brand experience as a boundary condition.