Product trustworthy consumer reaction to product recalls / Hasneezah Abd Rashid

• Main Author: Abd Rashid, Hasneezah
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2014
• Subjects: Branding (Marketing); Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/24985/1/PPb_HASNEEZAH%20ABD%20RASHID%20M%20BM%2014_5.pdf; http://ir.uitm.edu.my/id/eprint/24985/

The number of product recalls has been increasing in recent years worldwide. Several studies have tried to define the best ways for the companies to manage product recalls and to mitigate negative impacts on brand image. However these efforts mostly adopt a managerial perspective, thus largely ignor...