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Marketing · Marcas

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Título

Beyond Crisis Type: The Role of Consumer-Brand Relationships in Determining Responses to Negative Brand Information.

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Palavras-chave

Brand equity crisis management resonant brands

Autores

  • Guilherme Nakagawa
    Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA
  • Bruno Peres
    Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA
  • Edson Crescitelli
    Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA

Resumo

Introdução

This research provides novel insights into how consumer profiles moderate responses to brand crises, offering a nuanced understanding of the interplay between brand building approaches (rational vs. emotional) and crisis response. It extends current theory by examining how different consumer segments react to various crisis types, providing practical guidance for crisis management strategies.

Problema de Pesquisa e Objetivo

This study investigates how negative information affects resonant brand status according to Kotler and Keller's model, examining whether companies that build their brand through rational versus emotional pathways are differently impacted during crises. Additionally, it explores how consumer-brand relationship history moderates responses to different crisis types.

Fundamentação Teórica

The research incorporated analysis of consumer profiles based on their responses to advertising that emulated both rational and emotional sides of Kotler and Keller's (2012) pyramid model.

Metodologia

A qualitative research approach was employed, divided into two parts: demographic questions and preferences, followed by exposure to crisis scenarios categorized as technical/economic or human/social.

Análise dos Resultados

This research provides novel insights into how consumer profiles moderate responses to brand crises, offering a nuanced understanding of the interplay between brand building approaches (rational vs. emotional) and crisis response. It extends current theory by examining how different consumer segments react to various crisis types, providing practical guidance for crisis management strategies.

Conclusão

The study employed only a qualitative approach with questionnaires, lacking longitudinal data on how consumer reactions evolve over time

Contribuição / Impacto

Brands targeting low-income people and/or underage audiences need to pay greater attention to crisis management. Companies with predominantly emotional customer bases should develop more robust crisis response strategies and consider incorporating more functional elements in their communications during crises.

Referências Bibliográficas

Aaker, D. A. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.
Antonetti, P., Crisafulli, B., & Tuncdogan, A. (2024). The mitigation of brand crises: towards broader, deeper and more nuanced theorizing. Journal of Marketing Management, 40(3-4), 217-230. https://doi.org/10.1080/0267257X.2024.2313306
de Villartay, G. D., Romani, S., & Grappi, S. (2023) . Trust decline and repair among employees following a crisis. Journal of Marketing Management, 39(5-6), 532-559. https://doi.org/10.1080/0267257X.2023.2168693
Grappi, S., Romani, S., & Bagozzi, R. P. (2024) . T

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