Marketing Letters

, Volume 25, Issue 2, pp 179-191

First online:

Product recalls and the moderating role of brand commitment

  • Frank GermannAffiliated with395 Mendoza College of Business, University of Notre Dame Email author 
  • , Rajdeep GrewalAffiliated withSmeal College of Business, Pennsylvania State University
  • , William T. RossJr.Affiliated withSchool of Business, University of Connecticut
  • , Rajendra K. SrivastavaAffiliated withLee Kong Chian School of Business, Singapore Management University

Rent the article at a discount

Rent now

* Final gross prices may vary according to local VAT.

Get Access


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.


Brand commitment Product recall Corporate crises Experiment Event study