Weathering product-harm crises

K. Cleeren, M.G. Dekimpe, K. Helsen

Research output: Contribution to journalArticleScientificpeer-review

143 Citations (Scopus)
586 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)262-270
JournalJournal of the Academy of Marketing Science
Issue number2
Publication statusPublished - 2008


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