Mitigating the effects of product harm crises: an experimental analysis

Event details

Speaker bio

Husni Kharouf is an Associate Head of School for Research in the School of Marketing and Management and a CBiS research associate. His research interests include relationship marketing, building organisational trust and trustworthiness, relationship and trust repair, signalling theory and online customer experience. His research has been published in leading academic journals such as the European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, Journal of Services Marketing and Studies in Higher Education.

Seminar topic

This seminar will discuss how brand equity can be used to mitigate the effects of a product harm crisis.

Mitigation in Marketing describes the approaches taken by organisations to understand, measure and alleviate the harmful consequences of crises caused by employee, firm or consumer actions such as product failures or consumer trust violations.

This seminar provides initial insights, based on Husni’s current experimental research, into the potential use of brand equity as a Mitigation in Marketing tool, particularly in the context of product harm crises and repeat violations.

Organisations have focused on building their brand equity for a variety of purposes, including increasing sales and attracting new customers. However, the potential of brand equity to support Mitigation in Marketing activities is a relatively new application for many organisations.

Back to events