Development of a Framework to Manage Brand Crises. A Practice-Oriented Guideline for Managers to Understand the Mechanisms of Brand Crises and Adequate Response Strategies

      Аннотация: This book carries the title "Development of a Framework to Manage Brand Crises". It addresses the growing number of brand crises all around the world and throughout all industries. Due to the rising complexity of the business environment, crises do not only show an increasing occurrence, but their consequences also become more and more devastating. Unfortunately, research in this field is partially still in its infancy. As a result, the aim of this paper, based on a comprehensive literature review, is to generate a holistic approach in order to enable the reader to understand the different thematic fields. In practice, executives often act when the problem has already occurred, for example when they are directly confronted with a brand crisis. Consequently, the decisions taken are not always rational and response strategies often do not match the crisis type. This paper can be seen as a rough guideline for managers to understand the wide range of subjects belonging to the field of brand misconduct and to obtain ability to develop sensitivity for this topic. It argues on the basis of consumer behavior theories and gives recommendations premised on recognized research.

Ключевые слова: brand equity, Crisis communication, crisis management, Reputation Management, Brand crisis, brand failure, brand misconduct, crisis response, consumer behavior