Marketing Letters

, Volume 25, Issue 2, pp 179–191

Product recalls and the moderating role of brand commitment

Authors

    • 395 Mendoza College of BusinessUniversity of Notre Dame
  • Rajdeep Grewal
    • Smeal College of BusinessPennsylvania State University
  • William T. RossJr.
    • School of BusinessUniversity of Connecticut
  • Rajendra K. Srivastava
    • Lee Kong Chian School of BusinessSingapore Management University
Article

DOI: 10.1007/s11002-013-9250-5

Cite this article as:
Germann, F., Grewal, R., Ross, W.T. et al. Mark Lett (2014) 25: 179. doi:10.1007/s11002-013-9250-5

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

Copyright information

© Springer Science+Business Media New York 2013