The Influence and Good Practice of Product Recall on Brand Image and Customer Perceived Product Quality
S. L. Mak, Fanny W. F. Tang, C. H. Li, Geddy T W, Lee

Abstract
The firms paid the much efforts to design the innovative products and sold to the market. Due to improper quality assurance, design defects or labelling defects, the products became unsafe to the customers. The unique corrective action is to recall the products from the market immediately. The product recall is always considered to have the negative impact to the brand image and customer perceived product quality. In the paper, we reviewed some cases of product recalls and how the good recall communication reduced the threats of recall. Then we analyze the influence of Product Recall on the Brand Image and perceived product quality. Lastly we suggest the good practice to the firm how the recall shall be handled.

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