Datum
2017Schlagwort
330 Wirtschaft MarketingforschungVerbraucherverhaltenKonzernmarkeMarkenartikelMarkenpolitikMetadata
Zur Langanzeige
Konferenzveröffentlichung
Post-crises response strategies: a combined model to manage brand crises
Zusammenfassung
Brand crises negatively affect customers’ perception of the brand’s ability to deliver expected functional or symbolic benefits. Post-crisis response strategies should be implemented to restore brand trust and diminish the effect of reputational threat, since these strategies act as critical determinants of the actual impact of the crisis on consumers’ evaluations and consequently on repurchase intentions. A categorization of the nature of the crisis, distinguishing between ‘performance-related’ and ‘values-related’ — based on a deep understanding of the affected benefits — may serve as a discriminator to select the appropriate response strategy. A contingency-based view suggests that the effectiveness of a crisis response depends on various contingent factors, which may mediate and moderate consumers’ post-crisis brand evaluations. Thus, moderators such as brand identification and positive brand reputation (e.g. for CSR activities) may be enhanced and exploited to reduce the level of accommodation of the strategy and to maximize efficiency. The present study aims to elaborate a combined model able to provide mechanisms to anticipate consumers’ reactions to a crisis and to propose different approaches for the brand to take in response.
Zitierform
In: Pînzaru, Florina; Zbuchea, Alexandra; Brătianu, Constantin; Vătămănescu, Elena-Mădălina; Mitan, Andreea (Hrsg.): STRATEGICA : Shift. Major Challenges of Today’s Economy : International Academic Conference – Fifth Edition – Bucharest, Romania, September 28-30, 2017. National University of Political Studies and Public Administration (SNSPA), Faculty of Management: Bucharest 2017, S. 801-812; issn:2392–702X, eisbn:978-606-749-269-9Zusätzliche Informationen
Proceedings der Konferenz "STRATEGICA - International Academic Conference - Fifth Edition : Shift. Major Challenges of Today’s Economy", vom 28-30 September 2017 in Bucharest, Romania.Zitieren
@inproceedings{doi:10.17170/kobra-202107024226,
author={Tamanini, Chiara and Wagner, Ralf},
title={Post-crises response strategies: a combined model to manage brand crises},
booktitle={STRATEGICA : Shift. Major Challenges of Today’s Economy : International Academic Conference – Fifth Edition – Bucharest, Romania, September 28-30, 2017},
year={2017}
}
0500 Oax 0501 Text $btxt$2rdacontent 0502 Computermedien $bc$2rdacarrier 1100 2017$n2017 1500 1/eng 2050 ##0##http://hdl.handle.net/123456789/13099 3000 Tamanini, Chiara 3010 Wagner, Ralf 4000 Post-crises response strategies: a combined model to manage brand crises / Tamanini, Chiara 4030 4060 Online-Ressource 4085 ##0##=u http://nbn-resolving.de/http://hdl.handle.net/123456789/13099=x R 4204 \$dKonferenzveröffentlichung 4170 5550 {{Marketingforschung}} 5550 {{Verbraucherverhalten}} 5550 {{Konzernmarke}} 5550 {{Markenartikel}} 5550 {{Markenpolitik}} 7136 ##0##http://hdl.handle.net/123456789/13099
2021-08-12T15:16:48Z 2021-08-12T15:16:48Z 2017 doi:10.17170/kobra-202107024226 http://hdl.handle.net/123456789/13099 Proceedings der Konferenz "STRATEGICA - International Academic Conference - Fifth Edition : Shift. Major Challenges of Today’s Economy", vom 28-30 September 2017 in Bucharest, Romania. eng National University of Political Studies and Public Administration (SNSPA), Faculty of Management Tritonic Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ crisis response strategies brand crisis situational crisis communication theory nature of the crisis CSR brand trust 330 Post-crises response strategies: a combined model to manage brand crises Konferenzveröffentlichung Brand crises negatively affect customers’ perception of the brand’s ability to deliver expected functional or symbolic benefits. Post-crisis response strategies should be implemented to restore brand trust and diminish the effect of reputational threat, since these strategies act as critical determinants of the actual impact of the crisis on consumers’ evaluations and consequently on repurchase intentions. A categorization of the nature of the crisis, distinguishing between ‘performance-related’ and ‘values-related’ — based on a deep understanding of the affected benefits — may serve as a discriminator to select the appropriate response strategy. A contingency-based view suggests that the effectiveness of a crisis response depends on various contingent factors, which may mediate and moderate consumers’ post-crisis brand evaluations. Thus, moderators such as brand identification and positive brand reputation (e.g. for CSR activities) may be enhanced and exploited to reduce the level of accommodation of the strategy and to maximize efficiency. The present study aims to elaborate a combined model able to provide mechanisms to anticipate consumers’ reactions to a crisis and to propose different approaches for the brand to take in response. open access Tamanini, Chiara Wagner, Ralf Bucharest Marketingforschung Verbraucherverhalten Konzernmarke Markenartikel Markenpolitik publishedVersion STRATEGICA : Shift. Major Challenges of Today’s Economy : International Academic Conference – Fifth Edition – Bucharest, Romania, September 28-30, 2017 Pînzaru, Florina Zbuchea, Alexandra Brătianu, Constantin Vătămănescu, Elena-Mădălina Mitan, Andreea issn:2392–702X eisbn:978-606-749-269-9 801-812 false
Die folgenden Lizenzbestimmungen sind mit dieser Ressource verbunden: