The impact of a product-harm crisis on customer perceived value
Baolong Ma
Beijing Institute of Technology
Lin Zhang
Truman State University
Gao Wang
China Europe International Business School
Fei Li
Tsinghua University
Introduction
The term product-harm crisis refers to well-known incidents when a firm’s products are found to be defective, harmful or even dangerous (Mullan 2004). A product-harm crisis is often associated with costly product recall, in which the implicated firm has to retrieve the products from all distribution channels and from end consumers (Chen et al.2009). One example is the recent 2009–2010 Toyota product-harm crisis, which was triggered...