The number of product recalls has been increasing in recent years worldwide. Several studies have tried to define the best ways for the companies to manage product recalls and to mitigate negative impacts on brand image. However these efforts mostly adopt a managerial perspective, thus largely ignoring the customers’ point of view. A quasi-experiment is conducted on a sample of 92 students in order to analyze customers’ reaction to the communication activated by the company. Findings underline the impact of responsible vs. opportunistic recall management and partly disconfirm previous results about the moderating role of brand reputation.
Exploring customers’ reaction to product recall messages: the role of responsibility, opportunism and brand reputation
CASSIA, FABIO;
2010-01-01
Abstract
The number of product recalls has been increasing in recent years worldwide. Several studies have tried to define the best ways for the companies to manage product recalls and to mitigate negative impacts on brand image. However these efforts mostly adopt a managerial perspective, thus largely ignoring the customers’ point of view. A quasi-experiment is conducted on a sample of 92 students in order to analyze customers’ reaction to the communication activated by the company. Findings underline the impact of responsible vs. opportunistic recall management and partly disconfirm previous results about the moderating role of brand reputation.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.