Product recalls and the moderating role of brand commitment

Germann, F and Grewal, R and Ross, W T and Srivastava, R K (2014) Product recalls and the moderating role of brand commitment. Marketing Letters, 25 (2). pp. 179-191. ISSN 1573-059X

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Abstract

We assess attenuating and augmenting effects of brand commitment on consumer responses when product recalls occur. Consistent with our theorization, results from a laboratory experiment and an event study show that high levels of brand commitment attenuate negative consumer responses in low-severity product recalls but augment them in high-severity product recalls. Thus, while brand commitment seems to provide a reservoir of goodwill in the former case, it acts as a liability in the latter. These findings add to the extant brand and product recall literature by demonstrating that brand commitment has a complex effect on consumer responses when product recalls occur. Because product recalls are widespread, these findings also have managerial relevance.

Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Subjects: Marketing
Date Deposited: 09 May 2019 10:11
Last Modified: 11 Jul 2023 19:45
URI: https://eprints.exchange.isb.edu/id/eprint/941

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