'Well-intentioned' brands receive more product-harm incident reports

Brands perceived as caring and friendly receive more reports after product incidents. However, instead of vengeful complaints, consumers report more hel...

Related Keywords

Kyle Grizzell ,Michael Smurfit Graduate Business School ,Journal Of The Academy Marketing Science ,Haslam College Of Business ,University Of Tennessee ,Smurfit School ,Desautels Faculty Of Management At Mcgill University ,Smurfit Graduate Business ,Assistant Professor ,Desautels Faculty ,Mcgill University ,Haslam College ,Prof Anshu Suri ,Bluesky Education ,Business ,Consumer ,Marketing ,Feedback ,Branding ,Brand ,Management ,Complaints ,Reports ,Research ,