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

Kyung Ah Byun, Mayukh Dass

Research output: Contribution to journalArticle

10 Scopus citations

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.

Original languageEnglish
Pages (from-to)1-14
Number of pages14
JournalJournal of Consumer Marketing
Volume32
Issue number1
DOIs
StatePublished - Jan 12 2015

Keywords

  • Affective commitment
  • Attribution theory
  • Calculative commitment
  • Finite mixture models
  • Product recalls
  • Purchase intention

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