MANAGING A BRAND IN CRISIS

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MANAGING A BRAND IN CRISIS

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Technological advances inherent to Web 2.0 and the two-way communication provided by the internet and social networks have boosted greater content exchange not only between consumers and brands but also among consumers (Kliatchko, 2008). Consumers now have greater influence on brand management. Their social behavior on the internet allows for increased engagement with brands, thanks to interaction and relationships. Ease in message sharing within the network itself and among different networks multiplies the visibility of objects that the audience which generates content is most sensitive to.

The rise of the user-generated content (Laroche, Habibi, Richard, & Sankaranarayanan, 2012) has reduced brands’ control of information. Greater disclosure of problems concerning brands would increase the extent of image crises. Protecting brands through crisis management has become increasingly interesting to organizations (Coombs & Holladay, 2002; Dawar & Pillutla,

2000; Siomkos, Triantafillidou, Vassilikopoulou, & Tsiamis, 2010). Monitoring companies’ internal and external information can help in this action (Rosa, 2001). Contemporary managers must be prepared to make decisions in reduced-control-ofinformation (Coombs & Jean, 2014; Rosa, 2001; Silva Neto, 2010) and increased speed, variety and volume of information scenarios (Biesdorf, Court, & Willmott, 2013; Manyika, Chui, Brown, & Bughin, 2011).

If, on the one hand, brands have never been so sensitive, on the other, managers have never had so much information available to prevent and identify problems that could lead to crises. Major research on brand crises, based on experiments, surveys and quantitative analysis of internal reports, has focused on factors that influence different types of crises, and on their financial consequences for brands, as well as on their financial, psychological and physical consequences to society. The objective of this study is to understand, from the managerial perspective, the use of information on brand crisis management during prevention, identification and management moments. It is justified by the combined importance of brands to current businesses and increased information available to managers, of society’s empowerment, of brand exposure and the lack of research investigating the use of information by managers in this context.

1.2 Statement of the problem

This work is a scientific contribution, since it addresses crises from decision- makers’ perspective, opening up a new research front at the intersection of knowledge concerning brand crisis management, information management and organizational development.

1.3 Objectives of the study

1. To understand the impact of effective management during brand crisis

2. To identify the causes of brand crisis

3. To understand the relationship between brand crisis and organizational performance

1.4 Research Questions

1. What is the impact of effective management during brand crisis

2. What are the causes of brand crisis

3. What is the relationship between brand crisis and organizational performance

1.5 Research Hypothesis

H0: There is no relationship between brand crisis and organizational performance

H1: There is a relationship between brand crisis and organizational performance

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