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

K. Cleeren, Marnik Dekimpe, H.J. van Heerde

Research output: Contribution to journalArticleScientificpeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)593-615
JournalJournal of the Academy of Marketing Science
Volume45
Issue number5
DOIs
Publication statusPublished - Sep 2017

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Product-harm crises
Marketing research
Agenda
Marketing
Equity
Investors
Competitors
Mediator
Stakeholders
Methodology
Threat
Systematic review
Moderator
Commonality

Keywords

  • product-harm crisis
  • product recall
  • marketing drivers
  • crisis context

Cite this

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Marketing research on product-harm crises : A review, managerial implications, and an agenda for future research. / Cleeren, K.; Dekimpe, Marnik; van Heerde, H.J.

In: Journal of the Academy of Marketing Science, Vol. 45, No. 5, 09.2017, p. 593-615.

Research output: Contribution to journalArticleScientificpeer-review

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