The effects of product-harm crisis on brand performance
Baolong Ma
Beijing Institute of Technology
Lin Zhang
Truman State University
Fei Li
Tsinghua University
Gao Wang
China Europe International Business School
Introduction
The term ‘product-harm crisis’ refers to well-known events related to product defects or harm associated with some brands (Siomkos & Kurzbard 1994). For example, in 2000, when news spread that more than 100 people had died in accidents involving defective Firestone tyres, the company had to recall millions of its products (Advertising Age2000). In September 2008, 6244 babies in China were diagnosed as suffering from numerous ailments...