RT Journal Article
SR Electronic
T1 Is Your Brand Protected?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 205
OP 220
DO 10.2501/JAR-2023-013
VO 63
IS 3
A1 Johnson, Ross W.
A1 Voorhees, Clay
A1 Khodakarami, Farnoosh
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/3/205.abstract
AB Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet. The current article provides a first look at this practice, through a managerial survey, and then validates advertisers’ concerns through an online experiment. In doing so, the authors provide a formal definition of brand safety and detail the prevalence of brand safety concerns among advertising managers. This study presents evidence that brands are at risk when their advertisements are displayed next to negative content and that consumers’ perceptions of brand equity, attitudinal loyalty, and willingness to pay for a brand decrease.