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

Kyung-Ah Byun (College of Business and Technology, The University of Texas at Tyler, Tyler, Texas, United States)
Mayukh Dass (Rawls College of Business, Texas Tech University, Lubbock, Texas, United States)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 12 January 2015




The purpose of this study is to examine how product recalls affect brand commitment and post-recall purchase intention.


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.


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.


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.



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.



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Copyright © 2015, Emerald Group Publishing Limited

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