The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little i...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/7922/1/s900480_01.pdf https://etd.uum.edu.my/7922/2/s900480_02.pdf |
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| Summary: | Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little is understood how brand crisis response strategy could influence post- crisis brand loyalty. This study investigated the relationship between brand crisis response strategy, namely primary crisis response strategy, secondary crisis response strategy and corporate rebranding of the brand loyalty after the brand crisis occurred. Brand reputation was also taken into consideration as a mediator. The research framework of this study was developed based on the Situational Crisis Communication Theory and the Reciprocity Theory. Personally administered questionnaires were used in collecting the data from· the flight passengers in Northern Malaysia with a sample size of 384 respondents. The PLS-SEM was employed to
analyse the data. The findings revealed that brand crisis response strategy and corporate rebranding have significant relationships to brand loyalty. Brand reputation mediates the relationship between brand crisis response strategy and corporate rebranding of the brand loyalty. The results of this research have further strengthened the theory and related literature on brand loyalty and put forward recommendations for structuring the comprehensive brand crisis response strategy. This study proposes theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research are presented. |
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