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
Date Written: Summer 2010
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
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