Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research

被引:142
作者
Cleeren, Kathleen [1 ]
Dekimpe, Marnik G. [2 ,3 ]
van Heerde, Harald J. [4 ,5 ]
机构
[1] Katholieke Univ Leuven, Antwerp, Belgium
[2] Tilburg Univ, Mkt Dept, Tilburg, Netherlands
[3] Katholieke Univ Leuven, Leuven, Belgium
[4] Massey Univ, Auckland, New Zealand
[5] Tilburg Univ, CentER, Tilburg, Netherlands
关键词
Product-harm crisis; Product recall; Marketing drivers; Crisis context; MODERATING ROLE; SOCIAL MEDIA; CONSUMER REACTIONS; RECALL STRATEGY; BRAND EQUITY; IMPACT; ATTRIBUTIONS; RELIABILITY; SPILLOVER; RETAILERS;
D O I
10.1007/s11747-017-0558-1
中图分类号
F [经济];
学科分类号
02 ;
摘要
A product-harm crisis is a discrete event in which products are found to be defective and therefore dangerous to at least part of the product's customer base. Product-harm crises are not only dangerous for consumers; they also represent a major threat to the reputation and equity of brands or companies, which often struggle with how to best respond. The marketing literature has witnessed a surge in interest on the consequences of product-harm crises for a variety of stakeholders, including consumers, the brand or company itself, its investors, as well as competitors. This article offers a systematic review of research on product-harm crises in the marketing literature. We discuss the antecedents and consequences of product-harm crises, their moderators and mediators, and the theories and methodologies used. We identify commonalities and differences between the studies, as well as gaps in the literature and avenues for future research. Finally, we synthesize the managerial implications across studies.
引用
收藏
页码:593 / 615
页数:23
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