Toyota Steers Clear of Reputation Damage

Vikas Mittal, Rajan Sambandam, & Utpal Dholakia (2010), "Toyota Steers Clear of Reputation Damage," Marketing Research, Summer, 9-13.

6 Pages Posted: 10 Nov 2013

See all articles by Vikas Mittal

Vikas Mittal

Rice University

Rajan Sambandam

TRC Market Research

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Date Written: Summer 2010

Abstract

Toyota has announced three major recalls covering a total of 8 million vehicles globally since October 2009. The recalls involve safety problems with brake pedals in many of Toyota’s most popular models including the Camry, Corolla, Prius, Avalon and Tundra.

Using vivid anecdotes and opinions of experts, the business media has largely painted a pessimistic outlook for the Toyota brand. To what extent is this qualitative assessment by the media credible? Is the Toyota brand irreparably harmed by this product crisis? What do Toyota’s customers think of the brand?

Relative to owners of other brands, where do Toyota owners stand on satisfaction and loyalty during this crisis?

Keywords: Toyota, brand, qualitative assessment

Suggested Citation

Mittal, Vikas and Sambandam, Rajan and Dholakia, Utpal M., Toyota Steers Clear of Reputation Damage (Summer 2010). Vikas Mittal, Rajan Sambandam, & Utpal Dholakia (2010), "Toyota Steers Clear of Reputation Damage," Marketing Research, Summer, 9-13., Available at SSRN: https://ssrn.com/abstract=2351456

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Rajan Sambandam

TRC Market Research ( email )

1300 Virginia Dr.
Fort Washington, PA 19034
United States

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

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