Keywords: Opportunistic product recall
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Journal Articles
Journal of Product & Brand Management (2026) 35 (6): 753–769.
Published: 22 January 2026
... theory, this study examines customers’ emotional, attitudinal and behavioral responses to opportunistic product recalls, focusing on how anger, regret and brand hate mediate negative outcomes like protest behavior and revenge. Design/methodology/approach Data from 425 US car owners were analyzed...

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