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   a systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights  
   
نویسنده khamitov mansur ,grégoire yany ,suri anshu
منبع journal of the academy of marketing science - 2020 - دوره : 48 - شماره : 3 - صفحه:519 -542
چکیده    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.
کلیدواژه brand transgression ,service failure ,service recovery ,product-harm crisis ,crisis ,systematic review ,negative event
آدرس nanyang technological university, nanyang business school, singapore, hec montréal, canada, hec montréal, canada
 
     
   
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