Research linking marketing to financial performance has predominantly focused on how marketing assets and actions add value. We argue that it is equally important to understand how marketing decisions can destroy firm value. Prior research has indicated that negative events vary greatly in their...

We assess attenuating and augmenting effects of brand commitment on consumer responses when product recalls occur. Consistent with our theorization, results from a laboratory experiment and an event study show that high levels of brand commitment attenuate negative consumer responses in...