An investigation the main internal brand crisis antecedents
Abstract
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.
Keyword : brand crisis antecedents, brand crisis cause, brand crisis drivers, crisis prevention, performance-related crisis, value-related crisis, and internal perspective approach
How to Cite
Do, B. N., Nham, T. P., & Nguyen, T.-M. (2019). An investigation the main internal brand crisis antecedents. Business: Theory and Practice, 20, 234-247. https://doi.org/10.3846/btp.2019.23
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Jahng MR, Hong S (2017) How Should You Tweet?: The effect of crisis response voices, strategy, and prior brand attitude in social media crisis communication. Corporate Reputation Review 20(2): 147–157.
Jahng MR, Hong S (2017) How should you tweet?: The effect of crisis response voices, strategy, and prior brand attitude in social media crisis communication. Corporate Reputation Review 20(2): 147–157.
Jeon J, Baeck S (2016) What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength. Journal of Product & Brand Management 25(6): 550–567. https://doi.org/10.1108/JPBM-10-2014-0725
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Labrecque LI, vor dem Esche J, Mathwick C, Novak TP, Hofacker CF (2013) Consumer power: Evolution in the digital age. Journal of Interactive Marketing 27(4): 257–269. https://doi.org/10.1016/j.intmar.2013.09.002
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Laufer D, Garrett TC, Ning B (2017) The moderating role of power distance on the reaction of consumers to the CEO as a spokesperson during a product harm crisis: Insights from China and South Korea. Journal of International Management. https://doi.org/10.1016/j.intman.2017.12.002
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Mainwaring S (2011) We first. New York: Palgrave Macmillan.
Malone C, Fiske ST (2014) The human brand: how we relate to people, products, and companies (1rst edn). Jossey-Bass, San Francisco.
Marynissen H, Ladkin D, Denyer D, Snoeijers E, Van Achte T (2013) The role of individual risk perception in an organization managing high risks. Conference paper for the third international conference on engaged management scholarship. Lisbon. https://doi.org/10.2139/ssrn.2322816
McKinsey (2012) Building brands in emerging markets. McKinsey Quarterly, 9.
Mills GE (2003) Action research: A guide for the teacher researcher (2nd ed) Upper Saddle River, NJ: Prentice Hall.
Neuman WL, Kreuger L (2003) Social work research methods: qualitative and quantitative approaches. boston, ma: allyn and bacon.
Owyang J (2011) How corporations should prioritize social business budgets (Ebook). Altimerter Group. http://www.socialmediathinklab.com/wp-content/uploads/2012/06/ 4Owyang_Li_Tran_Jones_2011_How-Corporations-Should-Prioritize-Social-Business-Budgets.pdf
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PRweek (2017) PRweek. http://www.prweek.com/article/1384777/long-brands-stay-silent-social-media-deadly-crisis
Pullig C, Netemeyer RG, Biswas A (2006) Attitude basis, certainty, and challenge alignment: a case of negative brand publicity. Journal Academic Marketing Science 34(4): 528–543. https://doi.org/10.1177/0092070306287128
Putnam C, Reiner A, Ryou E, Caputo M, Cheng J, Allen M, Singamaneni R (2016) Human-Centered Design in Practice. Journal of Technical Writing and Communication 46(4): 446–470. https://doi.org/10.1177/0047281616653491
Rea B, J Wang Y, Stoner J (2014) When a brand caught fire: the role of brand equity in product-harm crisis. Journal of Product & Brand Management 23(7): 532–542. https://doi.org/10.1108/JPBM-01-2014-0477
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