Research studies on brand transgression (BT), service failure and recovery (SFR), and product-harm crisis (PHC) appear to have a common focus, yet the three streams developed surprisingly independently and with limited reference to one another. This situation is unfortunate because all three fields study a similar phenomenon by using complementary conceptualizations, theories, and methods; we argue that this development in silos represents an unnecessary obstacle to the development of a common discipline. In response, this review synthesizes the growing BT, SFR, and PHC literatures by systematically reviewing 236 articles across 21 years using an integrative conceptual framework. In doing so, we showcase how the mature field of SFR in concert with the younger but prolific BT and PHC fields can enrich one another while jointly advancing a broad and unified discipline of negative events in marketing. Through this process, we provide and explicate seven overarching insights across three major themes (theory, dynamic aspects, and method) to encourage researchers to contribute to the interface between these three important fields. The review concludes with academic contributions and practical implications.

中文翻译：

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品牌违规、服务故障恢复和产品损害危机的系统回顾：整合和指导见解

关于品牌违规 (BT)、服务失败和恢复 (SFR) 以及产品损害危机 (PHC) 的研究似乎有一个共同的重点，但这三个流派却出人意料地独立发展，彼此之间的参考有限。这种情况是不幸的，因为所有三个领域都使用互补的概念、理论和方法来研究类似的现象；我们认为，这种孤岛式的发展对共同学科的发展构成了不必要的障碍。作为回应，本综述使用综合概念框架系统地回顾了 21 年来的 236 篇文章，综合了不断增长的 BT、SFR 和 PHC 文献。在这样做，我们展示了成熟的 SFR 领域与年轻但多产的 BT 和 PHC 领域如何相互丰富，同时共同推进营销中广泛而统一的负面事件学科。通过这个过程，我们提供并解释了三个主要主题（理论、动态方面和方法）的七个总体见解，以鼓励研究人员为这三个重要领域之间的接口做出贡献。该评论以学术贡献和实际意义结束。