Considering the increasing number of food recall incidents in the restaurant industry, it is crucial to examine the impact of food recall on consumers' negative word-of-mouth (N-WOM) intentions. This study examined the effects of the food recall announcement on consumers’ N-WOM intentions, focusing specifically on crisis level and two brand-related forms of leverage, brand equity and branding strategy. A 2 (crisis level: low/high) x 2 (brand equity: low/high) x 2 (branding strategy: corporate branding/house of brands) scenario-based research design was employed using a self-administered online survey. The food recall announcement was found to be effective in reducing N-WOM intentions only for loyal consumers when the crisis level was high. Further, the use of the corporate branding strategy was effective in reducing N-WOM intentions compared to the house-of- branding strategy. These findings provide useful guidelines to practitioners on how to effectively announce food recalls.

考虑到餐饮业中越来越多的食物召回事件，至关重要的是研究食物召回对消费者负面口碑（N-WOM）意图的影响。这项研究研究了食品召回公告对消费者N-WOM意图的影响，特别关注危机水平和与品牌相关的两种杠杆形式，品牌资产和品牌战略。使用一项自行管理的在线调查，采用了基于情境的研究设计（危机级别：低/高）x 2（品牌资产：低/高）x 2（品牌战略：公司品牌/品牌屋）。发现食品召回公告仅在危机高发时有效降低忠诚客户的N-WOM意图。进一步，与品牌公司战略相比，使用公司品牌战略可有效减少N-WOM意图。这些发现为从业人员提供了有关如何有效宣布食品召回的有用指导。