ÜRÜN GERİ ÇAĞIRMA STRATEJİLERİNİN MARKA İMAJI VE TÜKETİCİLERİN SATIN ALMA NİYETLERİ ÜZERİNDEKİ ETKİSİ: OTOMOTİV SEKTÖRÜ ÜZERİNE BİR ÇALIŞMA

Abstract

Within this study, the effects of product recall strategies on brand image and purchase intentions are discussed. There are some strategies that could be preffered by the firms that are faced with product crisis and product recall possibility. These strategies can be called as denial strategy, voluntary recall strategy, involuntary recall strategy and super effort strategy. These strategies affect primarily the brand image, and after that the purchase intentions of the consumers by means of brand image. In the research part of the study; the attitudes of the automobile drivers to the product recall strategies for the automotive sector are identified at first, and then the effects of these attitudes to brand image and purchase intention are analysed over conducting questionnaries to the automobile drivers that live in Istanbul. According to the results of the survey, voluntary recall strategy and super effort strategy have positive effects on brand image. Denial strategy negatively affects the brand image. In cases where product recall affects positively the brand image; purchase intentions of the consumers are affected positively. If this impact is negative, purchase intentions are negatively affected.