Author:
Byun Kyung-Ah,Dass Mayukh
Abstract
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.
Subject
Marketing,Business and International Management
Cited by
23 articles.
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