Brand commitment is a liability when companies require a major recall of products, as loyal customers react with more negativity than average customers.
Researchers from Pennsylvania State University found consumers with brand commitment formed close attachments to a brand. In cases where products were recalled due to threat of serious injury or death, loyal customers felt let down and viewed the brand more harshly than less loyal customers.
In cases of lower level recalls, researchers found brand commitment does help mitigate the fallout, as consumers resist negative information.
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