The Effects of a Brand Recall on the Recalled Brand and Its Competitors

Sheila Goins, University of Iowa, USA
Catherine Cole, University of Iowa, USA
DongWoo Ko, University of Iowa, USA
In two experiments, we study the effects of a brand recall on the recalled brand and on a competitor brand. Brand quality emerges as an important, but understudied, moderator of recall effects.
[ to cite ]:
Sheila Goins, Catherine Cole, and DongWoo Ko (2011) ,"The Effects of a Brand Recall on the Recalled Brand and Its Competitors", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 763-764.