Raithel, Sascha; Mafael, Alexander; Hock, Stefan J. - In: Journal of Product & Brand Management 30 (2021) 8, pp. 1247-1261
Purpose: There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and...