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 i...
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| Format: | Article |
| Language: | English |
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Editura ASE
2014-02-01
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| Series: | Amfiteatru Economic |
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| Online Access: | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1250 |
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| _version_ | 1849398927901589504 |
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| author | Claudiu-Cătălin Munteanu Dorian-Laurenţiu Florea Andreea Pagalea |
| author_facet | Claudiu-Cătălin Munteanu Dorian-Laurenţiu Florea Andreea Pagalea |
| author_sort | Claudiu-Cătălin Munteanu |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-9f5ff6a5ec644cddac6adec9146a9fa1 |
| institution | Kabale University |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2014-02-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-9f5ff6a5ec644cddac6adec9146a9fa12025-08-20T03:38:27ZengEditura ASEAmfiteatru Economic1582-91462247-91042014-02-0116355872The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of BusinessClaudiu-Cătălin Munteanu0Dorian-Laurenţiu Florea1Andreea Pagalea 2Bucharest University of EconomicsBucharest University of EconomicsBucharest University of EconomicsBuilding 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.http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1250brand reputationfaulty productsharmful productssocial responsibilityconsumers. |
| spellingShingle | Claudiu-Cătălin Munteanu Dorian-Laurenţiu Florea Andreea Pagalea The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business Amfiteatru Economic brand reputation faulty products harmful products social responsibility consumers. |
| title | The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business |
| title_full | The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business |
| title_fullStr | The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business |
| title_full_unstemmed | The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business |
| title_short | The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business |
| title_sort | effects of faulty or potentially harmful products on brand reputation and social responsibility of business |
| topic | brand reputation faulty products harmful products social responsibility consumers. |
| url | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1250 |
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