期刊
MARKETING SCIENCE
卷 26, 期 2, 页码 230-245出版社
INFORMS
DOI: 10.1287/mksc.1060.0227
关键词
brand management; product recalls; brand equity; marketing and public policy; error-correction models; time-varying parameters; time-series models; missing-data problems; Gibbs sampling methods
类别
Product-harm crises are among a firm's worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival firms' marketing-mix activities, and (iv) a decreased cross impact of its marketing-mix instruments on the sales of competing, unaffected brands. We find that this quadruple jeopardy materialized in a case study of an Australian product-harm crisis faced by Kraft peanut butter. We arrive at this conclusion by using a time-varying error-correction model that quantifies the consequences of this crisis on base sales, and on own- and cross-brand short- and long-term effectiveness. The proposed modeling approach allows managers to make more informed decisions on how to regain the brands' pre-crisis performance levels.
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