Abstract
In recent years, brand crises are becoming increasingly prevalent in the global marketplace. Given that brand crises have many devastating effects, how to manage them effectively has become a hot topic among marketing researchers and practitioners. Based on the review of literatures concerned, this paper first analysed the concept and types of brand crises. Then this article summarized the response strategies that corporations can take during that hard time. Furthermore, this paper identified some factors that influence the effectiveness of those response strategies. Given all of this, the review highlights some promising directions for future research.
Highlights
Brand crises are becoming increasingly prevalent in today’s marketplace
To summarize and classify extant research and to better understand the past and present states of brand crisis management, this paper presents a comprehensive review of the literature, especially in Marketing
Due to the increasing complexity of products, more demanding customers and more prevalent social media, brand crises occur more frequently (Dawar and Pillutla, 2000) [5]. Those brand crises have brought a lot of negative effects to the involved brands
Summary
Brand crises are becoming increasingly prevalent in today’s marketplace. Some notable examples include Volkswagen’s emissions scandal, McDonald and KFC’s food scandal, labor violation of Apple’s suppliers in developing countries. Such brand crises can be extremely devastating for the involved brands. Considering the tremendous negative impact of brand crises, it is imperative to understand what brand crisis is and how to manage it in order to save the valuable yet fragile asset. (2016) How to Save Brand after Crises? A Literature Review on Brand Crisis Management. To summarize and classify extant research and to better understand the past and present states of brand crisis management, this paper presents a comprehensive review of the literature, especially in Marketing. This article points out the implications for marketing researchers and practitioners, and proposes the further applications and extensions
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