THE ASYMMETRIC FORGIVENESS TOWARD BRAND STATUS (UNDERDOG VS. TOP-DOG) UPON BRAND CRISIS TYPES (RELATIONAL CRISIS VS. NON-RELATIONAL CRISIS)

2018 ◽  
Vol 2018 ◽  
pp. 547-547
Author(s):  
Kiwan Park ◽  
◽  
Yaeri Kim ◽  
Seojin Stacey Lee
Keyword(s):  
Brand Crisis

Do brand rumors matter? The role of brand equity and response strategy to brand rumor

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jihee Choi ◽  
Soobin Seo
Keyword(s):  
Brand Equity ◽  
Restaurant Industry ◽  
Response Strategy ◽  
Effective Response ◽  
Content Type ◽  
Consumer Responses ◽  
Response Strategies ◽  
Brand Crisis ◽  
Negative Impacts ◽  
The Impact

Purpose This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry. Design/methodology/approach A scenario-based experimental design was used to examine changes in consumers’ brand evaluation depending on level of brand equity and corporate choice of response strategy. Findings It was found that the impact of brand rumors on consumer responses is more negative when the restaurant’s brand equity is low compared to when it is high. It was also found that a company's use of active response strategies is more effective in combating brand rumor than a strategy of simple denial. Practical implications The findings have significant implications for both academics and practitioners in terms of developing effective response strategies for counteracting brand rumors. Originality/value Given the frequency of brand rumors in the restaurant industry and their serious negative impacts, this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies.

Brand crisis communication through social media

2016 ◽  
Vol 21 (1) ◽  
pp. 56-72 ◽  
Author(s):  
Yan Wang
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Brand Management ◽  
The Body ◽  
Advertising Campaign ◽  
Content Type ◽  
Negative Effect ◽  
Brand Crisis ◽  
Use Of Social Media ◽  
Corporate Crisis

Purpose – The purpose of this paper is to investigate how companies make use of social media communication to turn crises into opportunities and how consumers respond to this brand management strategy, and evaluate the effects of this kind of advertising campaign. Design/methodology/approach – This study uses the textual analysis method to examine the verbal fight between two brand competitors on Sina Weibo. An interpretative analysis approach is adopted to analyze a series of micro-blog messages and relevant responses and comments. A statistical analysis is conducted to reveal the public opinion on this case. Findings – The brand crisis due to trademark dispute has been successfully turned into an advertising campaign, which received eager and favorable responses from the consumers. In the name of making apologies, the company in crisis availed itself of the Weibo platform to make a veiled protest against the verdict of the Court. The technique “acting cute” was proved to be effective in diminishing the negative effect of a brand crisis and winning public sympathy and support. Research limitations/implications – The research findings may provide insights into the interplay between brand advertising and corporate crisis communication on the platform of social media. Practical implications – This study can inform practitioners of useful techniques to deal with brand crises via social media. Originality/value – The value of this study lies not only in its contribution to the body of knowledge on online crisis management with a case of Chinese companies, but also in its validation of the interplay between crisis communication and advertising.

scholarly journals The Effect of Crisis Processing Capacity on Brand Crisis Reparability

2014 ◽  
Vol 07 (05) ◽  
pp. 347-351
Author(s):  
Yi Xiao ◽  
Qing Li ◽  
Haiying Wei
Keyword(s):  
Processing Capacity ◽  
Brand Crisis

scholarly journals An investigation the main internal brand crisis antecedents

2019 ◽  
Vol 20 ◽  
pp. 234-247
Author(s):  
Bich Ngoc Do ◽  
Tuan Phong Nham ◽  
Tuyet-Mai Nguyen
Keyword(s):  
Quality Assurance ◽  
Phenomenological Approach ◽  
Phenomenological Research ◽  
Business Managers ◽  
Management Skill ◽  
Leadership And Management ◽  
Crisis Prevention ◽  
Timely Response ◽  
Brand Crisis ◽  
Depth Interviews

To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies analysis, internal brand crises antecedents were explored based on insights taken from experts in marketing and branding industry. Drafting from the phenomenological research, there are six problems leading to crisis found as follows: lack of human-centred strategy, lack of crisis prevention, lack of market understanding, lack of leadership and management skill, lack of innovation, and lack of quality assurance. These internal antecedents which accumulate to both performance-related and value-related brand crisis. This paper can have explicit implications for marketer, branders and managers, understanding these drivers and its occurrence, business managers are able to scan and analyses crisis situation faster to form timely response to crisis.

The Legitimate Policies for the Brand Crisis

2013 ◽  
Vol 5 (4) ◽  
pp. 793-801
Author(s):  
Dai Bin ◽  
Wang Tao ◽  
Jin Luoxin ◽  
Zhou Lijun ◽  
Mou Yupeng
Keyword(s):  
Brand Crisis

Brand trust and avoidance following brand crisis: A quasi-experiment on the effect of franchisor statements

2016 ◽  
Vol 23 (5) ◽  
pp. 1-23 ◽  
Author(s):  
Hyunju Shin ◽  
Riza Casidy ◽  
Alyssa Yoon ◽  
So-Hyang Yoon
Keyword(s):  
Brand Trust ◽  
Brand Crisis ◽  
Quasi Experiment
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