...Sascha Raithel; Alexander Mafael; Stefan J. Hock Purpose There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear...

...Ya Zhang; Jing Zhang; Kongkidakarn Sakulsinlapakorn Purpose Extant literature holds contradictory views about the brand love’s moderation effect in the link between brand failure and consumer’s retaliation. This paper aims to first examine how failure severity correlates with negative emotions...