Managing brand crisis

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Managing brand crisis


 Managing brand crisis through social media in frontier middle eastern countries (Jordan,Kuwait,Oman).

Managing brand crisis through social media communication ?

can dig deeper and give more specific guidelines for companies to deliver responses properly.

 Business research in the field of crisis response strategies tend to centralize around a brand’s set of action post the time of crises, mostly whether the brand should deny, or apologize, or reimburse (Dutta and Pillutla, 2011; Puzakova et al., 2013). But their isn’t that many research shedding light on the logical period in a decision making process and a more intensive query of how a business facing scandal should send a specific response strategy. Examining the apology approach which is one of the best yielding strategies when the scandalise business activity in question is true (Raju and Rajagopal, 2008) nevertheless, authors have long debated the possibility of failure. Example, Jiugui Liquor Co made an apology for their plasticiser scandal, but customers didn’t excuse the brand stating that the brands failure to take full accountability for their action in the apology. Did them refusing to take accountability compromise the brand. Moreover Brinke and Adams (2015) found that during a time of crisis , facial reactions , vocal expressions and emotional sharing whole making an apology will reflect on the investor trust of the effected brand, for example smiling while apologising might reflect insincerity thus decreasing trust , also its important to find out whom will be the best person to take the apology public would it be the Chief executive officer or one of the transgressors


Context of a massage is valuable and can enhance the

convincing message. The relationship between the massage sender and receiver may affect the perception of the message. having a positive relationship might increase trustworthiness of the massage example ( race , gender , age ). Based on this the massage receiver will frame and process the massage in rational or emotional manner. (Ratner, Dotsch, Wigboldus, van Knippenberg, & Amodio, 2014).

Favouritism is an applicable social psychological concept, this concept represents the frank ideology that people would favour ingroup individuals over outgroup individuals. This phenomenon has been observed in many contexts and proves to be true. (Dasgupta, McGhee, Greenwald, & Banaji, 2000)

it’s very interesting to the role of message framing (emotional vs. rational) in crisis response (Claeys and Cauberghe, 2014) [

Crisis management is the set of activities aimed at reducing the harm and to cope with the damages imposed Coombs (2014, p.5). crisis is a rick to an organization, placing potential risk, harm and losses on a business’s brand equity and shareholders (Fearn-Banks, 2010).

Authors in this space agree on the importance of synergy between the preparations and communications aspects with the essentials of science of crisis management in order to succeed in overcoming a crisis (Augustine, 2000; Luecke, 2004; Fearn-Banks, 2010; Greyser, 2009; Hegner et al., 2014).distinguishing between different types of crises and being able to acknowledge and forecast what kind of brand crises are imminent , those tools will help in starting to understand how the management of crisis works. 

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