We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Brands in Crisis: Consumer Help for Deserving Victims.
- Authors
Stockmyer, John
- Abstract
This article discusses marketing research conducted on the effects of product tampering accusations and incidents on brand image, with a focus on the alleged inefficiency of crisis management (C/M) marketing responses in addressing consumer reactions. Topics include the limitations posed by using a C/M approach to address a product crisis, the potential implications of utilizing behavioral theories to influence consumer repurchase behaviors following a product tampering incident, and the role of self-help determination in establishing a company's empathetic and victimized public persona.
- Subjects
MARKETING research; PRODUCT tampering; CRISIS management research; ADVERSE publicity; SOCIAL psychology; DAMAGE control (Public relations); CONSUMER research; BRAND image
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p429
- ISSN
0098-9258
- Publication type
Article