Examination of Product Recalls In Terms of Attribution Theory in the Marketing Context: A Qualitative MetaAnalysis

Yıl 2018, Cilt: 25 Sayı: 2, 351 - 367, 14.08.2018

Enis Yakut

https://doi.org/10.18657/yonveek.350583

Cited By: 2

Öz

The
product recalls have become a common practice for many firms in various
industries since the number of defective and dangerous products are increasing.
Even though this action –product recall – should aim to assure the well-being
of consumers, it also creates opportunities to restore the damaged reputation
of the corporation; by influencing the perceptions and expectations of the
stakeholders. Understanding attribution theory and its applications may help
scholars and marketers to choose the appropriate post crisis response
strategies, to adjust messages and press releases, in order to shape the
consumer attributions, which as a result may create opportunities to minimize
the possible damage. The aim of this meta-analysis is to review the current
global and Turkish literature in the light of attribution theory from the
marketing context and propose a model. Results of this study show that there
are number of factors that affect the consumer reactions to the product recalls.
Those reactions appear as decrease in purchase intentions or purchases, loss of
reputation, decreased firm value, and damage to the brand equity.

Anahtar Kelimeler

Product recalls, attribution theory, consumer behavior, meta analysis

ÜRÜN GERİ ÇAĞIRMALARIN ATIF TEORİSİ YÖNÜNDEN PAZARLAMA KONTEKSİNDE İNCELENMESİ: NİTEL META ANALİZİ

Öz

Arızalı ve tehlikeli ürünlerin sayısı arttıkça, ürün geri
çağırmalar, çeşitli endüstrilerdeki birçok firma için yaygın bir uygulama
haline gelmiştir. Her ne kadar bu eylemin – ürün geri çağırma – tüketicilerin sağlığını
korumayı hedef alması gerekse de; bu eylem sayesinde şirketler, paydaşların
algı ve beklentilerini etkileyerek hasar gören itibarlarını düzeltmek için de
fırsatlar yaratmaktadır. Bu sebeple, atıf teorisini ve uygulamalarını anlamak,
akademisyenlere ve pazarlamacılara, kriz sonrası müdahale stratejilerini
seçmede, şirket mesaj ve basın bültenlerini belirlemede yardımcı olarak, tüketici
algılarını etkilemek ve olası zararı en aza indirgemek için fırsatlar
yaratabilecektir. Bu meta-analizin amacı, mevcut küresel ve Türk literatürünü,
pazarlama bağlamında ve atıf teorisi ışığında gözden geçirmek ve bir model
önermektir. Bu çalışmanın sonuçları, ürün geri çağırmalara yönelik tüketici
tepkisini etkileyen birçok faktörün bulunduğunu göstermektedir. Bu tepkiler, satın
alma niyetlerinde veya satın alımlarda azalma, firmanın itibar kaybetmesi,
firma değerinde düşüş ve marka değerindeki hasar olarak kendini göstermektedir.

Anahtar Kelimeler

Ürün geri çağırma, atıf teorisi, tüketici davranışları, meta analiz

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