The Impact of Food Safety Incidents Across Brands: The Case of the Peter Pan Peanut Butter Recall

The effect of negative publicity on consumer demand for brands is examined in the context of recall of a peanut butter brand as a result of pathogen contamination. The recall was asso- ciated with negative impacts for the implicated brand and positive effects on the leading competitor brand. Consumers responded to the foodborne illness outbreak within three weeks. The case demonstrates that consumer response is an incentive for companies to prevent safety lapses and that the problems of one brand do not necessarily harm rivals within the category.


Subject(s):
Issue Date:
2014-11
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/189073
Published in:
Journal of Agricultural and Applied Economics, Volume 46, Number 4
Page range:
559-573
Total Pages:
14
JEL Codes:
D12
Series Statement:
46
4




 Record created 2017-04-01, last modified 2017-08-28

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