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

36 Citations (Scopus)

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

Keywords

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

Fingerprint Dive into the research topics of 'Marketing research on product-harm crises: A review, managerial implications, and an agenda for future research'. Together they form a unique fingerprint.

Cite this