Majláth Melinda (2024) Product Recalls and Brands. In: Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science. Budapesti Gazdasági Egyetem, Budapest, pp. 114-128. ISBN 978-615-6342-86-7
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Abstract
The system of product recalls helps increase consumer safety and is part of responsible manufacturing behaviour. In the case of food products, product recalls are announced on NÉBIH’s (National Food Chain Safety homepage, but to reach more customers, daily news and online news portals are also important sources of this information. However, news portals sometimes create exaggerated headlines or doesn’t mention the exact brand name, so it can frighten consumers unnecessarily, as well as can harm the image of other producers (halo-effect). For the resea rch we selected all food product recall announcements on the homepage of NÉBIH in the period of March September 2023. We examined how these recalls were communicated on the online portals having the highest reach, focusing on transparency especially in t erms of comprehensiveness and correctness (regarding the brand name). The news’ headlines have been categorized based on the mention of brand name in the headline and a quantitative analysis explored the performance of the online news portals. We found th at comprehensiveness is relatively high, however, correctness in headlines is quite low, therefore there is high potential for negative spillover effect. Another important finding is that correctness does not correlate with comprehensiveness. We found diff erent patterns for producer and private label brands.
Tudományterület / tudományág
társadalomtudományok > gazdálkodás- és szervezéstudományok
Intézmény
Budapesti Gazdasági Egyetem
| Mű típusa: | Könyv része | ||||||
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| Kulcsszavak: | product recall, online media, negative spillover effect | ||||||
| Felhasználó: | Eszenyi-Bakos Kinga | ||||||
| DOI azonosító: | https://doi.org/10.29180/978-615-6342-86-7_9 | ||||||
| Rekord készítés dátuma: | 2024. Szep. 09. 11:22 | ||||||
| Utolsó módosítás: | 2024. Szep. 09. 11:22 | ||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2297 |
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