Product Recalls and the Moderating Role of Brand Commitment
Publication Type
Journal Article
Publication Date
6-2014
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.
Keywords
Brand commitment, Product recall, Corporate crises, Experiment, Event study
Discipline
Marketing
Research Areas
Marketing
Publication
Marketing Letters
Volume
25
Issue
2
First Page
179
Last Page
191
ISSN
0923-0645
Identifier
10.1007/s11002-013-9250-5
Citation
Germann, Frank; Grewal, Rajdeep; and SRIVASTAVA, Rajendra Kumar.
Product Recalls and the Moderating Role of Brand Commitment. (2014). Marketing Letters. 25, (2), 179-191.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4124
Additional URL
https://doi.org/10.1007/s11002-013-9250-5