Germann, Frank; Hess, Ronald L.; Meloy, Margaret G. - In: Marketing accountability for marketing and …, (pp. 111-128). 2021
Prior research has documented that product failures can be among a firm's worst nightmares. In this research, we examine if retailers are also held accountable by consumers when products that they sold, but did not manufacture, fail. In two studies, we show that consumers not only blame multiple...
