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An investigation of the effects of product recalls on brand commitment and purchase intention

The Journal of consumer marketing, 2015-01, Vol.32 (1), p.1-14 [Peer Reviewed Journal]

Emerald Group Publishing Limited ;Emerald Group Publishing Limited 2015 ;ISSN: 0736-3761 ;EISSN: 2052-1200 ;DOI: 10.1108/JCM-06-2014-1000

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  • Title:
    An investigation of the effects of product recalls on brand commitment and purchase intention
  • Author: Byun, Kyung-Ah ; Dass, Mayukh
  • Subjects: Brand loyalty ; Consumer behavior ; Consumers ; Economic models ; Hypotheses ; International relations ; Investigations ; Market research/consumer behaviour ; Marketing ; Probability ; Product recalls ; Studies
  • Is Part Of: The Journal of consumer marketing, 2015-01, Vol.32 (1), p.1-14
  • Description: Purpose – The purpose of this study is to examine how product recalls affect brand commitment and post-recall purchase intention. Design/methodology/approach – The role of consumer and product recall characteristics based on attribution theory is tested using data collected through experiments and analyzed using a type of finite mixture model. Findings – Results indicate varying effects of product recalls on commitment across these four customer groups and a strong effect of affective commitment on post-recall purchase behavior. Originality/value – This paper proposes four types of consumers based on dichotomous levels of affective and calculative commitment, namely, Hard Cores, Don’t-Cares, Lovers and Rationalists, and shows how product recalls affect these consumer groups differently, and how this information assists brand managers in developing post-product recall consumer management strategies.
  • Publisher: Santa Barbara: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 0736-3761
    EISSN: 2052-1200
    DOI: 10.1108/JCM-06-2014-1000
  • Source: ProQuest One Psychology
    ProQuest Central
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