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Impact of voluntary product recalls on utilitarian and hedonic attitudes: Is it the same for all brands?

Author

Listed:
  • Francesca Magno
  • Fabio Cassia
  • Marta Ugolini

Abstract

The number of defective and unsafe products recalled from the market has increased dramatically in the last decade. While several studies have investigated consumer reaction to product recalls, the impact of such events on utilitarian versus hedonic attitudes towards the brand involved in the recall has not yet been assessed. Similarly, it is not clear whether brands with utilitarian positioning and brands with hedonic positioning are equally affected by recalls. Through an experiment based on a real-world stimulus from the laptop product category, this study shows that hedonic brands are more resistant to the negative effects of voluntary product recalls than are utilitarian brands. Furthermore, data show that brand familiarity mitigates the effect of the recall on utilitarian attitudes for both utilitarian and hedonic brands. Brand familiarity also positively moderates the impact of the recall on hedonic attitudes, but only for hedonic brands.

Suggested Citation

  • Francesca Magno & Fabio Cassia & Marta Ugolini, 2017. "Impact of voluntary product recalls on utilitarian and hedonic attitudes: Is it the same for all brands?," Australian Journal of Management, Australian School of Business, vol. 42(1), pages 161-174, February.
    • Handle: RePEc:sae:ausman:v:42:y:2017:i:1:p:161-174
    DOI: 10.1177/0312896215599812
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    More about this item

    Keywords

    Brand attitude; brand crisis; brand familiarity; consumer safety; product crisis; product recall;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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