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.

Brand Crisis Response Strategies: A Typologies Continuum

“…Using this pathway, firms would not show any correlation and implement any communication response to tackle problems (Bradford & Garrett, 1995;De Blasio & Veale, 2009;Vafeiadis et al, 2019). There was a large number of firms engaging with this method having received accusations (83/127 cases) (Lamin & Zaheer, 2012); however, silence in some cases caused crisis wire-spread and crisis spill over to other parts of the business (Do et al, 2019). Therefore, in brand crisis response continuum, "no comment" is categorized as lowest level of organizational involvement and responsibility towards solving brand crisis.…”

“…Based on this spectrum, scholars and practitioners might gain a big-picture understanding and clear distinction between strategies. According to Do et al (2019), immediate first-hand information after crisis might strongly affect audiences' perception. Thus, using this result can save wasted time for practitioners to research and provide an appropriate response in a timely manner.…”

“…As investigated, nearly 75 percent of brands admitted at least one brand-fire exposure in a year and approximately 54% of them reported more than one crisis (Gumgum, 2018). This phenomenon is a consequence of the Technology and Internet proliferation and business environment being turned into fracture (Do et al, 2019) which can transform a simmering incident into fire in a blink of an eye.…”

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from their reputation decline (Park, 2017). By forming the response actions in a timely manner, brands can reshape both cognitive and affective reactions of stakeholders and reduce negative effects from crisis (Do et al, 2019). In other words, speed and appropriate response strategy are key elements of crisis management.When conducting a literature review among large databases including Emerald Insight, Science Direct, Taylor and Francis, and Springerlink, the results showed that scholars have begun to study this issue since 1990s; yet, this topic is increasingly focused to develop different response methods to counteract issues from 2010s to now.

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“…from their reputation decline (Park, 2017). By forming the response actions in a timely manner, brands can reshape both cognitive and affective reactions of stakeholders and reduce negative effects from crisis (Do et al, 2019). In other words, speed and appropriate response strategy are key elements of crisis management.…”