Abstract
This purpose of this study is to provide a spectrum to illustrate all applicable response strategies towards brand crisis management. A qualitative systematic method is adopted to review 128 relevant papers and synthesized in a brand crisis response typologies continuum. The findings were illustrated in the continuum which includes two main categories – primary response group with seven levels ranked lowest to highest by organizational involvement and responsibility, and secondary response group such as bolstering). This research result might enrich the current literature of brand crisis management which is fragmented and provide a clear guideline so that scholars and practitioners might track all pertinent solutions depending on low to high level of brands’ effort towards handling problems. Recognizing the discrepancy among response strategies, marketers and branders can choose either singular or merged solutions shown in the map to form a timely response to brand crisis, which is the main factor to crisis response success.
Highlights
Brand crisis has long been recognized as an unexpected event which can vulnerably threaten firms’ ability to maintain their business equilibrium (Lee & Atkinson, 2019; Su et al, 2019)
In response to the literature gap and the growing of brand crisis occurrence
Post crisis communication is a central area of brand crisis management which aims to provide scientific evidence and arguments to generate decision-making during turbulent situations
Summary
Brand crisis has long been recognized as an unexpected event which can vulnerably threaten firms’ ability to maintain their business equilibrium (Lee & Atkinson, 2019; Su et al, 2019). Stakeholders tend to explore possible causes and attributed responsibilities of related actors to set their evaluations (Lange & Washburn, 2012). Those newly formed evaluation might alter stakeholders’ attitude negatively towards brand equity and reputation . Scholars and practitioners might find it challenging to track all pertinent strategies, identify the content and the differences of those. In response to the literature gap and the growing of brand crisis occurrence Prior papers examine different brand crisis response strategy in various distinctive circumstances. Scholars and practitioners might gain substantial benefit from this research, they can understand the clear distinction between strategies and to select the appropriate response in a timely manner
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