A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights

Mansur Khamitov (), Yany Grégoire () and Anshu Suri ()
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Mansur Khamitov: Nanyang Technological University
Yany Grégoire: HEC Montréal
Anshu Suri: HEC Montréal

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 3, No 9, 519-542

Abstract: Abstract Research studies on brand transgression (BT), service failure and recovery (SFR), and product-harm crisis (PHC) appear to have a common focus, yet the three streams developed surprisingly independently and with limited reference to one another. This situation is unfortunate because all three fields study a similar phenomenon by using complementary conceptualizations, theories, and methods; we argue that this development in silos represents an unnecessary obstacle to the development of a common discipline. In response, this review synthesizes the growing BT, SFR, and PHC literatures by systematically reviewing 236 articles across 21 years using an integrative conceptual framework. In doing so, we showcase how the mature field of SFR in concert with the younger but prolific BT and PHC fields can enrich one another while jointly advancing a broad and unified discipline of negative events in marketing. Through this process, we provide and explicate seven overarching insights across three major themes (theory, dynamic aspects, and method) to encourage researchers to contribute to the interface between these three important fields. The review concludes with academic contributions and practical implications.

Keywords: Brand transgression; Service failure; Service recovery; Product-harm crisis; Crisis; Systematic review; Negative event (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (66)

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DOI: 10.1007/s11747-019-00679-1

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