경쟁사 제품 리콜의 유출효과: 동일 국가 출신 경쟁사 리콜이 외국 브랜드 매출에 미치는 영향

초록

Purpose － This study investigates whether foreign brands gain or lose when same-country competitors recall products. Drawing on signaling theory and country-of-origin research, we examine the spillover effects of competitor recalls on foreign brand sales in host markets. Design/Methodology/Approach － We construct panel data covering 21 foreign automotive brands across six countries from 2007 to 2016. Using fixed-effects regression models with year fixed effects and clustered standard errors, we test a three-way interaction model incorporating competitor recalls, host country uncertainty avoidance, and brand-level product reliability. Findings － Same-country competitor recalls have a positive impact on foreign brand sales, supporting the competitive spillover hypothesis. Specifically, as competitors from the same country of origin experience more recalls, foreign brands absorb displaced demand and achieve higher sales. This positive effect is diluted in high uncertainty avoidance cultures, where consumers respond to safety crises through generalized risk aversion rather than selective brand switching. However, product reliability mitigates this cultural undermining effect, enabling high-reliability foreign brands to capture spillover benefits even in uncertainty-averse markets. Brands with low reliability, conversely, are more vulnerable to the cultural dampening of spillover advantages. Research Implications － Our results contribute to competitive dynamics literature by demonstrating how product crises generate asymmetric opportunities among competitors, and to international marketing research by identifying cultural and brand-level contingencies that shape spillover effects. The findings highlight the strategic value of product reliability as a reputational asset that enables firms to benefit from competitor crises across diverse cultural contexts.

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