Repair Purchase Intention in Product Harm Crisis

Abstract:

Because of defective manufacturing processes and systems, product harm crises are likely to occur more often recently. Product harm crisis is likely to affect specific attribute- or non-attribute-based brand associations. It has been confirmed that exposure of product harm crisis weakens consumers’ satisfaction, purchase intention, and evaluation of the corporation as well as brand equity. Response strategy is of key importance to alleviate damage caused by product harm crisis. To resolve product harm crisis, manger should select the appropriate response strategy according to seriousness of product harm crisis. This paper suggested that managers should use a combination of response strategies for product harm crisis, according to the empirical findings based on defective manufacturing processes and systems.

• Periodical: Advanced Materials Research (Volumes 655-657)
• Pages: 2266-2269
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.655-657.2266
• Online since: January 2013
• Authors: Zong Jin Liu, Yang Yang, Zheng Fang, Jing Cai
• Keywords: Manufacturing Processes and Systems, Negative Effect, Product Harm Crisis, Response Strategy

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