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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/135093
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- Title
- Product recall, brand equity, and future choice
- Related
- Journal of marketing management, Vol. 27, No. 9-10, (2011), p.959-975
- DOI
- 10.1080/0267257X.2011.560717
- Publisher
- Westburn Publishers
- Date
- 2011
- Author/Creator
- Korkofingas, Con
- Author/Creator
- Ang, Lawrence
- Description
- The number of major product-recall incidents involving established brands have increased markedly over the last few years. Although the direct costs have been evaluated in these cases (typically in the millions), the indirect costs to brand equity and subsequent loss of market share are harder to evaluate. This paper applies a simulated multistage choice-based experiment to assess the impact of hypothetical product-recall experiences on brand-equity measures and, importantly, future brand choice. Contrary to some evidence, we find that product-recall experience has greater negative impacts for established strong brands than weaker non-established brands. Additionally, attributes of product recall such as the seriousness of the recall problem and speed of recall announcement impact on pre- and post-recall differences in consumer evaluations of brand equity. Differences in brand-equity evaluations for the established strong brand significantly affect post-recall choice.
- Description
- 17 page(s)
- Subject Keyword
- 150500 Marketing
- Subject Keyword
- product recall
- Subject Keyword
- product harm
- Subject Keyword
- product failure
- Subject Keyword
- brand equity
- Subject Keyword
- attributions
- Subject Keyword
- disconfirmation of expectations
- Resource Type
- journal article
- Organisation
- Macquarie University. Department of Marketing and Management
- Identifier
- http://hdl.handle.net/1959.14/135093
- Identifier
- mq:14728
- Identifier
- ISSN:0267-257X
- Identifier
- mq-rm-2010006487
- Language
- eng
- Reviewed
Macquarie University ResearchOnline
