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. https://doi.org/10.1108/JCM-06-2014-1000
Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited