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Product recall, brand equity and choice - an exploratory study

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/158483

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Title: Product recall, brand equity and choice - an exploratory study
Related: Academy of Marketing Annual Conference (7 -10 July 2008 : Aberdeen, Scotland)
Related: AM2008 conference proceedings : Academy of Marketing Annual Conference : reflective marketing in a material world, p.1-9
Publisher: Aberdeen, Scotland : Academy of Marketing
Date: 2008
FoR/RFCD Code(s): 150500 Marketing
Author/Creator: Korkofingas, Con
Author/Creator: Ang, Lawrence
Description: There have been a number of well known major product recall incidents involving established brands over the last few years. These incidents have cost companies involved many millions of dollars in direct costs however the indirect costs to brand equity and subsequent loss of market share are harder to evaluate. Although many case studies and some limited theoretical research have examined the impact of product recall on some of the above measures, there does not appear to be a framework that can be useful for generalisation. This paper applies a simulated multistage choice based experiment to assess the impact of hypothetical product recall experiences on brand equity measures. Contrary to existing 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 problem, personalized communication during the product recall incident and blame attribution can impact on measures brand equity pre and post product recall experience.
Description: 9 page(s)
Subject Keyword: 150500 Marketing
Subject Keyword: product recall
Subject Keyword: brand equity
Subject Keyword: attributions
Subject Keyword: designed experiment
Resource Type: conference paper
Organisation: Macquarie University. Dept. of Business

Identifier: http://hdl.handle.net/1959.14/158483
Identifier: mq-rm-2007009479
Language: eng
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