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.

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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.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Brand commitment, Product recall, Corporate crises, Experiment, Event study
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 09 May 2019 10:11
Last Modified: 09 May 2019 10:11
URI: http://eprints.exchange.isb.edu/id/eprint/941
Publisher URL: https://doi.org/10.1007/s11002-013-9250-5
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0923-0645/
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