"I" see Samsung, but "we" see Samsung and LG: The moderating role of consumers’ self-construals and perceived similarity in spillover effect of product-harm crisis

Negative spillovers due to firms' product-harm crises have attracted the attention of marketing researchers owing to the devastating and irrecoverable damage they can cause.

Introduction

Product-harm crises, defined as incidents that occur when products are found to be flawed or defective (Siomkos & Kurzbard, 1994), represent a growing concern due to the increasing complexity of products, tightening product-safety standards, and growing customer sophistication (Dawar & Pillutla, 2000). Firms in various industries, such as toys, drugs, food, electronic products, and automobile sectors, have encountered multiple product-harm crises (Borah & Tellis, 2016). In 2016 alone, the National Highway Traffic Safety Administration1 announced 927 vehicle recalls, and the US Department of Agriculture2reported 122 recalls, because of potential harm. Product-harm crises can significantly damage...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands