Brand loyalty not always a benefit

SMU Provost and Deputy President (Academic Affairs), Professor Rajendra K. Srivastava is a co-author of “Product Recalls and the Moderating Role of Brand Commitment”, which is currently available online. In the research, the team found that brand commitment might not always be a good thing, and in the case of high-severity recalls, consumers with a high level of brand commitment may actually respond more negatively than those with less loyalty.