关键词: 产品危害危机, 产品召回, 溢出效应, 营销策略

Abstract: With the increasing trend of economic globalization, the recall caused by product crisis has become a crisis event with wide coverage and attention from all walks of life. In the increasingly complicated business environment, product recall will not only affect the recall itself, but also Influencing other stakeholders, if not handled properly, may cause large losses and adverse effects, so more in-depth research is needed. In recent years, with the improvement of data availability and the development of analytical methods, many scholars have used quantitative data to conduct quantitative exploration. Although there have been related reviews in this field, there is still a lack of systematic review and summary of quantitative empirical research. This paper analyzes 220 English documents accurately collected in WOS, and selects 42 papers using quantitative empirical methods in marketing management. Based on the literature, from the perspective of recalling companies and spillover effects, this paper summarizes the papers following the corresponding research framework of causes and consequences, prevention and response, and finally proposes future research suggestions and practical implications.

Key words: Product-harm crisis, product recalls, spillover effect, marketing strategy