Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers

Zhang, Jun; Lim, Joon Soo

doi:10.1057/s41262-020-00214-6

Cited by 19 publications

(56 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Product-harm crises are discrete, well-publicized events wherein a product is found to be defective or dangerous (Dawar and Pillutla, 2000; Zhang and Lim, 2021). A typical product-harm crisis often involves two important features of a product or brand that lead to negative outcomes: a fault that is harmful or dangerous to the consumers’ health and well-being and a discovery that runs counter to one or more key propositions of the brand (Shi et al , 2018; Hong et al , 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Do products branded with handwritten scripts suffer more amid product-harm crises?

Bai

et al. 2022

JPBM

View full text Add to dashboard Cite

Purpose This paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten scripts focus on their positive effects, such as humanizing a product or creating an emotional tie with consumers. However, seldom have researchers investigated the negative effects of handwritten scripts. This paper goes some way to filling this gap. Design/methodology/approach Five experimental studies were conducted to test three hypotheses. These experiments provide evidence of the negative effects of handwritten scripts. In addition, they reveal the mechanisms that lead to these outcomes and outline the boundary conditions of the negative effects. Findings Framed by attribution theory, three conclusions can be drawn from the experiments: when a product-harm crisis occurs, consumers react with greater negativity toward the brand using handwritten scripts than to those using machine typefaces. The negative effect is explained by a serial mediation process that follows the pattern: typeface → perceived humanization → brand responsibility → brand attitude. The negative effect decreases when the crisis is perceived to be an accident. Originality/value This paper enriches the theory of marketing in terms of both handwritten scripts and product-harm crises, providing valuable guidance for enterprises that use handwritten scripts in their marketing activities.

show abstract

Section: Theoretical Backgroundmentioning

confidence: 99%

Do products branded with handwritten scripts suffer more amid product-harm crises?

Bai

et al. 2022

JPBM

View full text Add to dashboard Cite

show abstract

“…For example, the market share of focal brands exposed to adverse brand events (such as the "Clenbuterol" incident in 2011) will be seriously hit (Yu and Zhuang, 2013). It also affects other brands within the same industry (Zhang and Lim, 2021). Zhang and Lim (2021) pointed out that when the negative effects have spilled over, competitive brands' adoption of a denial strategy can help reduce consumers' negative attitudes and beliefs.…”

Section: Food Recall and Consumer Response Behaviormentioning

confidence: 99%

“…It also affects other brands within the same industry (Zhang and Lim, 2021). Zhang and Lim (2021) pointed out that when the negative effects have spilled over, competitive brands' adoption of a denial strategy can help reduce consumers' negative attitudes and beliefs. Competitive brands are the main competitors of focal brands (with similar market positions) or industry-leading brands.…”

Section: Food Recall and Consumer Response Behaviormentioning

confidence: 99%

See 1 more Smart Citation

Does a corporation’s food recall strategy affect its brand image and consumers’ intention to purchase? A study in the context of cereal recall in China

Cui

Han

et al. 2022

BFJ

View full text Add to dashboard Cite

PurposeFood recalls are more potentially harmful than other product recalls. This research aimed to investigate the effect of the recall strategies of food corporations on their brand image and consumers’ purchase intention.Design/methodology/approachThis study adopts a between-subjects experiment of 2 (corporate recall strategy: voluntary recall, mandatory recall) *3 (food recall level (severity): high, medium, low), and recruits 224 consumers involved in cereal product recall in China. The authors inductively examine the effects of voluntary and mandatory recall on consumer perception and behavior intentions in the recall process.FindingsVoluntary recall (vs. mandatory recall) will improve corporate brand responsibility image (vs. brand ability image) and consumers’ purchase intention to focal brand (vs. competitive brand and organic brand). Perceived corporate legitimacy and food safety play a mediating role. The former has a greater positive impact on brand image, and the latter has a more significant favorable influence on purchase intention. Furthermore, recall level has a moderating effect on the association between corporate recall strategy and perceived food safety, but is not significant in the effect of corporate recall strategy on perceived corporate legitimacy.Originality/valuePrevious inconsistent conclusions cannot effectively guide food corporations to manage recall strategies. This paper demonstrates the response mechanism of the recall strategy from the perspective of corporate social responsibility, which is beneficial to food safety crisis management and research.

show abstract

“…Since the branding of health services is different, especially in health centers and hospitals (7), and due to the importance of branding management and extraction of related value, health services of organizations should be directed towards branding initiatives based on perseverance (8). Research shows that damage to a brand's product can reduce consumer evaluation of competing brands in the same industry, known as negative effects (9), so branding of medical groups can be an effective way to create a competitive advantage and provide opportunities to attract more patients to their centers. Today, brand appearances can become irrelevant over time like changes in tastes, preferences, policies, or they can be, in terms of experience, the feeling they create (10).…”

Section: Introductionmentioning

confidence: 99%

A model for health branding based on a service providers approach

Talarposhti¹,

Mahmoudi²,

Jahani³

2022

Acta fac medic Naissensis

View full text Add to dashboard Cite

Introduction/Aim: A strong brand reduces costs, increases customer satisfaction with the quality of services and the effectiveness of services. Therefore, this study was conducted to present a model for health branding with a service providers' approach. Methods: This qualitative-quantitative study was conducted in 2020. The statistical population of the study was selected for the qualitative stage and included 20 academic and organizational experts using the Delphi technique and the quantitative stage included 415 service providers of the staff health centers. The validity of the questionnaire was confirmed by face, content, construct validity and its reliability was confirmed by Cronbach's alpha of 0.96. Quantitative data were presented by EQS software version 6.1 with confirmatory factor analysis and using structural equations. Results: The results of factor structure in healthcare branding based on six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes based on the perspective of service providers (CFI = 0.9, TLI = 0.8, RMSEA = 0.08, SRMR = 0.05) had a good fit and the internal consistency of the items reached significant levels. Conclusion: To take an effective step in health branding, one can achieve competitive advantage and provide high-quality and profitable health services with the help of service providers through adopting and strengthening competitive position, equity, accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship.

show abstract

Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers

Cited by 19 publications

References 56 publications

Do products branded with handwritten scripts suffer more amid product-harm crises?

Do products branded with handwritten scripts suffer more amid product-harm crises?

Does a corporation’s food recall strategy affect its brand image and consumers’ intention to purchase? A study in the context of cereal recall in China

A model for health branding based on a service providers approach

Contact Info

Product

Resources

About