Product-harm crises are among a firm s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firmamp;apos's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis....

Product-harm crises can seriously imperil a brand's performance. Consumers tend to weigh negative publicity heavily in product judgments, customer preferences may shift towards competing products during the recall period, and competitors often increase their advertising spending in the wake of a...