The DOI matches its Crossref record; 74 of the 74 references it cites were found in a registry or an index.
The Impact of a Product-Harm Crisis on Marketing Effectiveness
Abstract
Product-harm crises are among a firm’s worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival firms’ marketing-mix activities, and (iv) a decreased cross impact of its marketing-mix instruments on the sales of competing, unaffected brands. We find that this quadruple jeopardy materialized in a case study of an Australian product-harm crisis faced by Kraft peanut butter. We arrive at this conclusion by using a time-varying error-correction model that quantifies the consequences of this crisis on base sales, and on own- and cross-brand short- and long-term effectiveness. The proposed modeling approach allows managers to make more informed decisions on how to regain the brands’ pre-crisis performance levels.
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Cites
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Cited by
Hewett, K., Rand, W., Rust, R. T., & van Heerde, H. J. (2016) · Journal of Marketing · doi:10.1509/jm.15.0033 · Cited by 366
Self-citationRising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises
Cleeren, K., van Heerde, H. J., & Dekimpe, M. G. (2013) · Journal of Marketing · doi:10.1509/jm.10.0414 · Cited by 339
Self-citationBrand Misconduct: Consequences on Consumer–Brand Relationships
Huber, F., Vollhardt, K., Matthes, I., & Vogel, J. (2010) · Journal of Business Research · doi:10.1016/j.jbusres.2009.10.006 · Cited by 198
Do display ads influence search? Attribution and dynamics in online advertising
Kireyev, P., Pauwels, K., & Gupta, S. (2016) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2015.09.007 · Cited by 173
Metadata
- Authors
- Van Heerde, H., Helsen, K., & Dekimpe, M. G.
- Venue
- Marketing Science
- Published
- 2007-03
- Volume
- 26
- Issue
- 2
- Pages
- 230-245
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2024442924
- Cited by
- 406
- References
- 74
- FWCI
- 31.90
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
