Here's the abstract from the forthcoming Journal of Brand Management. It's an article I worked on with my co-author Jean-Francois Belisle. You can check out the full article here or contact me and I am happy to chat about it.
This research examines the short-term impact of a product recall on a brand ecosystm by investigating the following questions: How do product recall spillover effects spread to (i) the recalled brand's related product categories, (ii) competing brands, and (iii) private label brands? Studying the Land O' Lakes butter recall case using a difference-in-differences model, our research shows that negative spillovers occur within the same brand family, carry over to private label brands and then quickly dissipate, but do not carry over to competitor brands. Managerial implications and directions for future research are provided.
