haku: @indexterm Decision making / yhteensä: 3774
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| Tekijä: | Korkofingas, C. Ang, L. |
| Otsikko: | Product recall, brand equity and future choice |
| Lehti: | Journal of Marketing Management
2011 : AUG, VOL. 27:9-10, p. 959-975 |
| Asiasana: | brands brand valuation market share mathematical models decision making product attributes product failures |
| Kieli: | eng |
| Tiivistelmä: | The number of major product-recall incidents involving established brands have increased notably over the last few years. Although the direct costs have been assessed in these cases (typically in the millions), the indirect costs to brand equity and the following loss of market share are harder to assess. This article uses a simulated multistage choice-based experiment to evaluate the effect of hypothetical product-recall experiences on brand-equity measures and, importantly, future brand choice. In contrast to some evidence, it is found that product-recall experience has greater negative effects for established strong brands than weaker, non-established ones. Moreover, characteristics of product recall such as the seriousness of the recall problem and speed of recall announcement have an effect on pre- and post-recall variations in consumer evaluations of brand equity. Differences in brand-equity evaluations for the established strong brand significantly impact post-recall choice. |
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