Gestão de crise e seu impacto na imagem de marca

Abstract

Palavras-chave: Crise de marca; Recall; Efeito de uma crise de marca.Abstract: Brand crises due to product fail has become more frequent due to increases in products complexity. Crisis generated by recall campaigns are unique, unexpected and can lead to deterioration of the established favorable relationship between brands and consumers, affecting the brand image and its brand equity. The consequences involve short and long-term financial losses for the brand, the company and eventually to the category as a whole. This article is based on a qualitative exploratory research with a single case study in the food industry. Its objective is to verify empirically the application of the theories of brand recall and crisis in a recent Brazilian case. The results meets the assumptions developed based on theoretical framework. The study presents as additional contribution the effect of a real crisis overtime.

Does Strategic Intelligence Impact the Achievement of Crisis Management Effectiveness? Evidence From Four and Five-Star Hotels in Luxor and Aswan

“…Furthermore, Bundy et al (2017) defined "Crisis management as the actions of organizational leaders that try to reduce the likelihood of a crisis, work to reduce the damage caused by crises, and seek to re-establish order in the aftermath of a crisis". In addition, Salvador et al (2017) stated that "A crisis is an abnormal, unstable, and complex situation 5 | P a g e https://jaauth.journals.ekb.eg / that by its very nature represents a threat to the strategic objectives, reputation, or existence of the organization".…”

The Effectiveness of Principal Leadership Styles in Crisis Management

“…A crisis is an abnormal, unstable, and complex situation that inherently represents a threat to an organization's strategic objectives, reputation, or existence. It can cause financial loss and damage the organization's reputation, whether physical, financial, or emotional (Salvador et al, 2017), and routine procedures cannot resolve it. A crisis is not identically an incident, and some argue their management presents special challenges requiring a different approach (Hamidovic, 2012).…”

Brand crisis management: the use of information for prevention, identification and management

“…They also investigated the effects of crises on the brand and business, the communication and the monitoring of social networks (Hood, 2012;K. Kim et al, 2017;Koerber & Zabara, 2016;Ngai & Falkheimer, 2017;Pace et al, 2015;Park, 2016;Roh, 2017;Roshan et al, 2016;Rubel et al, 2011;Salvador et al, , 2017 the {IKEA} cuddle toy Lufsig was connoted as a symbol of the Chief Executive (CE. In addition they also investigated the use of information on crisis management (Barakat, Shatnawi, & Ismail, 2016;.…”

“…Recent studies on brand crisis management have focused on the use of social networks as a means of monitoring and spreading crises, as well as on their effects on brand images (Hood, 2012;K. Kim, J. Kim, & Reid, 2017;Koerber & Zabara, 2016;Ngai & Falkheimer, 2017;Pace, Balboni, & Gistri, 2015;Park, 2016;Roh, 2017;Roshan, Warren, & Carr, 2016;Rubel, Naik, & Srinivasan, 2011;Salvador, Strehlau, & Ikeda, 2015;Salvador, Ikeda, & Crescitelli, 2017)the {IKEA} cuddle toy Lufsig was connoted as a symbol of the Chief Executive (CE. This paper 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.…”