The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective

• Main Authors: Cheng-Hsien Lin, 林政賢
• Other Authors: Tzu-Wu Tian
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/90339766821598946931

碩士 === 義守大學 === 管理學院管理碩士班 === 99 === Product recalls have a significant impact on a firm’s brand equity. There are always opportunities for the firm to communicate with the consumers and to gain their confidence, regardless of the severity of the recall. Based on the extensive literature, this study developed several factors related to consumers’ preferences for a firm’s response strategy and used a naturalistic qualitative approach, collecting opinions and the evaluations of alternatives from three experts. Therefore, conjoint analysis was used to study the response strategy preferences among consumers of the automobile industry. We used convenience sampling method with full-profile approach and collected total 283 available questionnaires. The primary criterion for selecting subjects was that they all had cars and experienced product recalls. The results demonstrated that the semblance attraction of the spokesman and proactive attitude in dealing with crisis issues have the definite influence on the customer’s positive purchase intention. But consumers prefer senior manager as the spokesman in the high or low crisis environment. In contrast, consumers in the middle crisis environment prefer middle manager as the spokesman if the firms never recalled their products before.