Abstract
Crises have been on the rise for various brands in the past few years. The brand’s response is crucial during this time and decides the impact the crises will have on the brand equity in times to come. Marketing communication plays a critical role in informing the customers and recovering the situation. The importance of marketing communications in the success of a brand cannot be undermined especially when the whole world is the marketplace. The ease of communication across boundaries is like a double-edged sword. It facilitates and also blows the crisis to devastating levels. Thus, focusing on communication to manage the brand image across boundaries is important. Social media has brought the response time down to a few hours and sentiments can not only be showcased but also influenced. This chapter understands the response of consumers to crisis situations by drawing on the emotions expressed on various social media platforms like Twitter, Facebook, Instagram, etc. It does a content analysis of various news items about the brand crisis and based on the literature review of brand crisis, tries to explain some case studies of the recent past and how it was tackled and managed.
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Dutta, K. (2019). Managing Brand Image in a Global Context. In: Chakrabarti, G., Sen, C. (eds) The Globalization Conundrum—Dark Clouds behind the Silver Lining. Springer, Singapore. https://doi.org/10.1007/978-981-13-1727-9_12
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