A Systematic Review of Brand Transgression, Service Failure Recovery and Product-Harm Crisis: Integration and Guiding Insights

Journal of the Academy of Marketing Science, Forthcoming

50 Pages Posted: 30 Aug 2019

See all articles by Mansur Khamitov

Mansur Khamitov

Indiana University - Kelley School of Business - Department of Marketing

Yany Gregoire

HEC Paris

Anshu Suri

HEC Montréal, Students

Date Written: August 6, 2019

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

JEL Classification: M3, M30, M31, M37, M38, M39, M14

Suggested Citation

Khamitov, Mansur and Gregoire, Yany and Suri, Anshu, A Systematic Review of Brand Transgression, Service Failure Recovery and Product-Harm Crisis: Integration and Guiding Insights (August 6, 2019). Journal of the Academy of Marketing Science, Forthcoming, Available at SSRN: https://ssrn.com/abstract=3437625

Mansur Khamitov (Contact Author)

Indiana University - Kelley School of Business - Department of Marketing ( email )

Kelley School of Business
Bloomington, IN 47405
United States

HOME PAGE: http://www.mansurkhamitov.com/

Yany Gregoire

HEC Paris ( email )

1 rue de la Liberation
Jouy-en-Josas Cedex, 78351
France
514 340-1493 (Phone)

HOME PAGE: http://www.hec.ca/en/profs/yany.gregoire.html

Anshu Suri

HEC Montréal, Students ( email )

Montreal
Canada

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