AJIBM  Vol.6 No.2 , February 2016
How to Save Brand after Crises? A Literature Review on Brand Crisis Management
Abstract: In recent years, brand crises are becoming increasingly prevalent in the global marketplace. Given that brand crises have many devastating effects, how to manage them effectively has become a hot topic among marketing researchers and practitioners. Based on the review of literatures concerned, this paper first analysed the concept and types of brand crises. Then this article summarized the response strategies that corporations can take during that hard time. Furthermore, this paper identified some factors that influence the effectiveness of those response strategies. Given all of this, the review highlights some promising directions for future research.
Cite this paper: Li, M. and Wei, H. (2016) How to Save Brand after Crises? A Literature Review on Brand Crisis Management. American Journal of Industrial and Business Management, 6, 89-96. doi: 10.4236/ajibm.2016.62008.

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