Raithel, Sascha; Hock, Stefan J.; Mafael, Alexander - In: Journal of the Academy of Marketing Science 52 (2023) 3, pp. 716-735
Firms struggle to respond to product recalls and achieve high recall effectiveness, i.e., the percentage of affected consumers who participate in corrective actions. We present the first comprehensive study of recall effectiveness that analyzes a broader set of product categories, identifies...