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

Additional URL

https://doi.org/10.1007/s11002-013-9250-5

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