Addressing spillover dynamics: an actionable framework for tackling brand free-riding on P2P service platforms

Purpose Peer-to-peer (P2P) service platforms often face challenges in aligning customer experience with their brand promises due to the influence of independent service providers. Customer experiences with individual service providers spill over to the evaluation of the platform, affecting its brand image. This conceptual paper aims to propose a differential positioning framework to manage these spillover effects and mitigate brand free-riding, offering a strategic approach to brand management in decentralized P2P services. Design/methodology/approach This study develops a differential positioning framework for platform service providers using a process model with a narrative-based approach. The process model, as a conceptual approach, is more useful for studying complex phenomena, where rich narratives and broader explanations are more valuable than formal, testable propositions. Findings This study highlights brand free-riding on P2P service platforms, where service providers benefit from the platform’s brand equity without proportionally contributing through brand-aligned service delivery. The authors examine how customers’ experiences with service providers spill over to evaluations of the platform brand and identify the underlying mechanisms and key moderators driving this process. Grounded in brand management literature, the authors propose a differential positioning framework that leverages service providers’ alignment with the platform brand to manage spillover effects and mitigate brand free-riding. Originality/value This research adopts a brand-centric perspective to examine how effectively individual service providers deliver the experiential dimensions of a platform’s value proposition. Moving beyond traditional platform governance, this study introduces an actionable framework that proactively manages the platform’s brand image while giving service providers greater flexibility. The framework also fosters value co-creation on P2P service platforms by improving customer–provider matching and reducing uncertainty, ultimately enhancing the overall customer experience.