Corporate brand integrity during a crisis

Abstract

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings A crisis can trigger perceptions of corporate brand integrity among different stakeholder groups. However, firms that act swiftly by adopting crisis response strategies appropriate to the context can help mitigate the potential harm to trust and commitment. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.