...Shahid Hussain; Asim Qazi; Abdul Salam Purpose An increasing number of product recalls globally has compelled companies to rethink strategies for addressing the negative implications of recalls, especially those that influence customers’ relationships with brands. Anchored in affective events...

...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...

... intentions and manufacturers' market share. This study concludes by recommending appropriate strategies to limit possible negative effects of product recalls. Research limitations Some variables (such as media, the degree of severity of recalls and the frequency of recalls) are not investigated...