The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective
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...
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ndltd-TW-099ISU053881112015-10-13T20:09:33Z http://ndltd.ncl.edu.tw/handle/90339766821598946931 The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective 探討產品召回危機對品牌權益之影響:整合企業與顧客之雙方觀點 Cheng-Hsien Lin 林政賢 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. Tzu-Wu Tian 田祖武 2011 學位論文 ; thesis 128 zh-TW |
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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.
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author2 |
Tzu-Wu Tian |
author_facet |
Tzu-Wu Tian Cheng-Hsien Lin 林政賢 |
author |
Cheng-Hsien Lin 林政賢 |
spellingShingle |
Cheng-Hsien Lin 林政賢 The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective |
author_sort |
Cheng-Hsien Lin |
title |
The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective |
title_short |
The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective |
title_full |
The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective |
title_fullStr |
The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective |
title_full_unstemmed |
The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective |
title_sort |
influence of product recall crisis on brand equity: from an integrated corporations'' and customers'' perspective |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/90339766821598946931 |
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