Brand Lovers and Brand Haters in Turbulent Times: How Product-Harm Crises Drive Brand Dispersion

摘要

This study tests whether product-harm crises impact brand dispersion using a unique daily dataset for brand evaluation together with real-world product recall data over 4 years. The daily brand dataset comprises over 2,500 brands from the United States, Germany and the United Kingdom from a consumer panel of over 3 million users and the recall dataset contains all product recalls from the Consumer Product Safety Comission (CPSC) in the US during 2008-2011.