Weathering product-harm crises

  title={Weathering product-harm crises},
  author={Kathleen Cleeren and Marnik G. Dekimpe and Kristiaan Helsen},
To counter the negative effects of a product-harm crisis, brands hope to capitalize on their equity, and often use advertising as a communication device to regain customers’ lost trust. We study how consumer characteristics and advertising influence consumers’ first-purchase decisions for two affected brands of peanut butter following a severe Australian product-harm crisis. Both pre-crisis loyalty and familiarity are found to form an important buffer against the product-harm crisis, although… CONTINUE READING