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Consumer reactions to food recalls for branded versus non-branded products: Effects of corporate reputation, responsibility, and public perceptions after crisis events

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Abstract:

In recent years there has been an increase of highly publicized cases of contaminated food that has led to confusion, uncertainty, and a potential loss of trust from consumers. Given that companies work to maintain a positive corporate image to generate trust and identification among consumers, public relation crises such as in the event of a recall are likely to damage the corporate reputation and reduce brand loyalty or the degree of consumer commitment to the brand. Previous research has demonstrated that brand loyalty can moderate the effects of negative publicity in general terms and among a variety of products. In fact, brand loyalty is closely tied to organizational image and reputation.
This fact has not been examined in association with corporate response, responsibility, or image restoration strategies in relation to recalled food products. Given the fact that contaminated food has a significant potential to create very significant consumer harm, it is likely that food recalls could be particularly damaging to corporate reputations and brand loyalty. This paper seeks to gain understanding of public perceptions of food recalls for contaminated food items from recognizable brands versus non-branded food items and intends to measure the degree of uncertainty the public feels towards products with (and without) brand recognition. Finally, subject’s attitudes will be measured for both brand and non-branded items, when companies associated with the food recalls diffuse corporate responsibility.
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Association:
Name: NCA 95th Annual Convention
URL:
http://www.natcom.org


Citation:
URL: http://citation.allacademic.com/meta/p366985_index.html
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MLA Citation:

Stover, Christine. "Consumer reactions to food recalls for branded versus non-branded products: Effects of corporate reputation, responsibility, and public perceptions after crisis events" Paper presented at the annual meeting of the NCA 95th Annual Convention, Chicago Hilton & Towers, Chicago, IL, <Not Available>. 2014-11-28 <http://citation.allacademic.com/meta/p366985_index.html>

APA Citation:

Stover, C. "Consumer reactions to food recalls for branded versus non-branded products: Effects of corporate reputation, responsibility, and public perceptions after crisis events" Paper presented at the annual meeting of the NCA 95th Annual Convention, Chicago Hilton & Towers, Chicago, IL <Not Available>. 2014-11-28 from http://citation.allacademic.com/meta/p366985_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: In recent years there has been an increase of highly publicized cases of contaminated food that has led to confusion, uncertainty, and a potential loss of trust from consumers. Given that companies work to maintain a positive corporate image to generate trust and identification among consumers, public relation crises such as in the event of a recall are likely to damage the corporate reputation and reduce brand loyalty or the degree of consumer commitment to the brand. Previous research has demonstrated that brand loyalty can moderate the effects of negative publicity in general terms and among a variety of products. In fact, brand loyalty is closely tied to organizational image and reputation.
This fact has not been examined in association with corporate response, responsibility, or image restoration strategies in relation to recalled food products. Given the fact that contaminated food has a significant potential to create very significant consumer harm, it is likely that food recalls could be particularly damaging to corporate reputations and brand loyalty. This paper seeks to gain understanding of public perceptions of food recalls for contaminated food items from recognizable brands versus non-branded food items and intends to measure the degree of uncertainty the public feels towards products with (and without) brand recognition. Finally, subject’s attitudes will be measured for both brand and non-branded items, when companies associated with the food recalls diffuse corporate responsibility.


Similar Titles:
Attribution of Corporate Hypocrisy in Corporate Social Responsibility Perceptions: The Effect of Bad Reputation and Responsiveness to Crisis

Victims of the Visuals? Exploring the Effects of Victim Visuals on Perceptions and Reactions to Crisis Events

How the Public Perceives Corporate Crisis Situations: Testing Third-Person Effects and Corporate Reputation in Business Communication


 
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