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- Title
Product recalls and the moderating role of brand commitment.
- Authors
Germann, Frank; Grewal, Rajdeep; Ross, William; Srivastava, Rajendra
- 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.
- Subjects
PRODUCT recall; BRAND name products; BRAND choice; CONSUMER psychology; GOODWILL (Commerce); CONSUMER goods; ADVERTISING
- Publication
Marketing Letters, 2014, Vol 25, Issue 2, p179
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/s11002-013-9250-5