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Brand Reputation And Product Recall, Anne Meike Eilert
Brand Reputation And Product Recall, Anne Meike Eilert
Theses and Dissertations
Every year, firms make numerous announcements to recall products that are deemed unsafe or defective. These recalls pose a significant threat to a firm's brand reputation. The strong, negative reactions of consumers and the media to the recalls initiated by Toyota in 2010 show how fragile brands are in the wake of a recall. Firms spend a great amount of resources on building strong brands and it is unclear how such brands influence the firm's decision to announce a recall and the consumer's decision to return the recalled product. The objective of this dissertation is to shed some light on …