An investigation of the effects of product recalls on brand commitment and purchase intention
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.
Keywords
Citation
Byun, K.-A. and Dass, M. (2015), "An investigation of the effects of product recalls on brand commitment and purchase intention", Journal of Consumer Marketing, Vol. 32 No. 1, pp. 1-14. https://doi.org/10.1108/JCM-06-2014-1000
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited