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

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.



Citation:

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.

Authors

Sheila Goins, University of Iowa, USA
Catherine Cole, University of Iowa, USA
DongWoo Ko, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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