Artikel
The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business
Building a strong brand requires a good management of brand reputation over time. Social responsibility of business is a key factor in evoking a positive brand reputation. Both the product itself and brand related actions and communications define brand reputation in the eyes of consumers, thus influencing perceived corporate social responsibility. As a consequence, it can be easily hindered or endangered by many product related issues such as faulty products or potentially harmful products. The purpose of this article is to provide an insight on the link between brand reputation and social responsibility in order to help organizations provide better services and protection for consumers. We examined how brand reputation is influenced by the negative bias generated by brand related communications regarding potentially harmful products. This study also analyzes how under normal consumption circumstances, consumers' experiences related to faulty products can influence brand reputation. To investigate this, we propose a model based on perceptual brand constructs and possible outcomes of brand reputation. In both circumstances, negative spillover effects are highlighted using structural equation modeling. The findings reveal that both faulty products and potentially harmful products have a negative bias on brand reputation, but affected perceptual brand constructs are different.
- Sprache
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Englisch
- Erschienen in
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Journal: Amfiteatru Economic Journal ; ISSN: 2247-9104 ; Volume: 16 ; Year: 2014 ; Issue: 35 ; Pages: 58-72 ; Bucharest: The Bucharest University of Economic Studies
- Klassifikation
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Wirtschaft
Business Economics
Marketing
Consumer Economics: Empirical Analysis
Consumer Protection
- Thema
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brand reputation
faulty products
harmful products
social responsibility
consumers
- Ereignis
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Geistige Schöpfung
- (wer)
-
Munteanu, Claudiu-Catalin
Florea, Dorian-Laurentiu
Pagalea, Andreea
- Ereignis
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Veröffentlichung
- (wer)
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The Bucharest University of Economic Studies
- (wo)
-
Bucharest
- (wann)
-
2014
- Handle
- Letzte Aktualisierung
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10.03.2025, 11:42 MEZ
Datenpartner
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Objekttyp
- Artikel
Beteiligte
- Munteanu, Claudiu-Catalin
- Florea, Dorian-Laurentiu
- Pagalea, Andreea
- The Bucharest University of Economic Studies
Entstanden
- 2014
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