Corporate brand reputation and brand crisis management

This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the studys exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.

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Research on the Mechanism of Consumers' Purchase Intention under the Xinjiang Cotton Incident

Frontiers in Business, Economics and Management ◽

10.54097/fbem.v2i1.155 ◽

2021 ◽

Vol 2 (1) ◽

pp. 30-34

Author(s):

Ziting Zhou ◽

Yingying Cai

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Research Result ◽

Crisis Response ◽

Purchase Intentions ◽

Mediating Effect ◽

Corporate Brand ◽

Response Strategies ◽

Consumer Emotions ◽

Brand Crisis

Under the brand crisis triggered by the Xinjiang cotton incident, the study selected foreign brands MUJI and H&M, which have high brand awareness, and explored the mechanism of different brand crisis response strategies on Chinese consumers’ purchasing intentions, and explored in-depth the mediating effect of consumer emotions in this process, and constructed a structural equation model. The research result illustrates the correlation between emotions and corporate brand crisis response strategies and attitude towards China. It as well explains how consumer emotions play a mediating role between corporate brand crisis response strategies and purchase intentions. The study also found that consumers’ negative emotions have a deeper impact on their purchase intentions. The research has fully demonstrated the internal emotions and behavioral mechanisms of consumers, guiding companies to choose appropriate response measures, clarifying corporate political positions and attitudes, and implementing appropriate corporate brand crisis strategies.

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Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model

Sustainability ◽

10.3390/su12030940 ◽

2020 ◽

Vol 12 (3) ◽

pp. 940 ◽

Cited By ~ 1

Author(s):

Wioleta Kucharska

Keyword(s):

Social Responsibility ◽

Employee Commitment ◽

Brand Commitment ◽

Brand Performance ◽

Corporate Brand ◽

Internal Branding ◽

Brand Reputation ◽

The People ◽

Corporate Social Responsibility Practice ◽

High Level

So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

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Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-09-2020-0206 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Beatriz Casais ◽

Lucilene Ribeiro Gomes

Keyword(s):

Social Media ◽

Crisis Management ◽

Crisis Communication ◽

Word Of Mouth ◽

Future Research ◽

Content Type ◽

Crisis Events ◽

Brand Crisis ◽

Corporate Crisis ◽

Crisis Situations

PurposeThis paper focuses on the analysis of fashion blog activity regarding brands under corporate crisis situations and discusses how these opinion leaders may be agents of corporate crisis management.Design/methodology/approachThe authors analyzed four influential Portuguese fashion blogs regarding eight fashion brands that had experienced a corporate crisis situation. In total, five of the selected brands were mentioned in 2.846 posts of blog content, whose discourse was deeply analyzed.FindingsThe absence of express reference to brand crisis suggests that fashion bloggers tend to ignore these crisis events or divert the readers' attention to the brands' more positive aspects. This result opens the discussion whether fashion bloggers downplay corporate crisis in brand equity or whether it expresses strategies of brand crisis communication through digital influencers.Originality/valueThough social media may be a source of negative word-of-mouth, social media influencers have been considered important partners of corporate crisis communication in particularly challenging times. Many studies have focused on the role of social media influencers in crisis management, but there was a dearth of research on the specific case of blogs. This study contributes to the understanding of fashion bloggers as agents of brand communication, particularly regarding crisis management and their role on brand activation and positive electronic word-of-mouth, even under crisis situations. This contribution paves the way for future research on whether this is a spontaneous phenomenon or the reflection of possible partnerships between companies and fashion bloggers for the management of corporate crisis situations in the context of fashion brands.

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