Articlehybrid2007

Weathering product-harm crises

Kathleen Cleeren · Marnik G. Dekimpe · Kristiaan Helsen

225 citations0/0 files storedJournal of the Academy of Marketing Science

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

To counter the negative effects of a product-harm crisis, brands hope to capitalize on their equity, and often use advertising as a communication device to regain customers’ lost trust. We study how consumer characteristics and advertising influence consumers’ first-purchase decisions for two affected brands of peanut butter following a severe Australian product-harm crisis. Both pre-crisis loyalty and familiarity are found to form an important buffer against the product-harm crisis, although this resilience decreases over time. Also heavy users tend to purchase the affected brands sooner, unless their usage rate decreased significantly during the crisis. Brand advertising was found to be effective for the stronger brand, but not for the weaker brand.

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2025Advances in Consumer Research 1995Building Strong Brands 1991Managing Brand Equity 1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective 1996‘Building Strong Brands’1985The Effects of Product Class Knowledge on Information Search Behavior 2004When Good Brands Do Bad 2004Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis

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