The effects of product-harm crisis on brand performance
Beijing Institute of Technology
Truman State University
China Europe International Business School
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...