The Value of Brand Fans during a Crisis: Exploring the Roles of Response Strategy, Source, and Brand Identification

Abstract

Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to protect a brand’s reputation during crises and how the selection of a crisis spokesperson can influence consumers’ evaluations of the crisis communication. Being buffers for their preferred brands, brand fans are more likely to accept their brand’s crisis response and engage in positive electronic word-of-mouth on social media. Brand fans are more likely to evaluate other brand fan’s social media accounts as a credible crisis communication source, whereas those who are not brand fans are more likely to evaluate brand and/or brand executives as credible. Findings provide theoretical applications in paracrisis literature pertaining to social media but also practical implications for brand managers to strategically utilize brand fans in crisis communication.

Optimizing the Organizational Crisis Communication Portfolio

“…Even if, however, the interaction with media might be improved (Choi 2012 ). What has been tested very recently is the impact brand fans can have (Lim and Brown-Devlin 2021 ). We did not differentiate between stakeholder groups, so future research might assign roles to the respondents (client, shareholder, employee, etc.)…”

Notes From the Editors: 60 Years Young and a Work in Progress

“…Another side of ethics (assuming responsibility) appears in our fifth article “The Value of Brand Fans during a Crisis: Exploring the Roles of Response Strategy, Source, and Brand Identification” (Lim & Brown-Devlin, 2023). These authors bracket the role of external stakeholder support during organizational crises and augment previous conversations from “The Mission Statement” by Williams (2008).…”

A Two-Stage Variable-Scale Clustering Method for Brand Story Marketing of Time-Honored Enterprises

“…With the continuous application of emerging digital techniques in the communication field, consumers are more easily to participate in spreading and sharing their brand stories [10]. The impact factors on how brand story design should influence consumers' brand attitude are investigated widely.…”