An investigation the main internal brand crisis antecedents
To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies analysis,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius Gediminas Technical University
2019-05-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/BTP/article/view/10502 |
| _version_ | 1797331536970776576 |
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| author | Bich Ngoc Do Tuan Phong Nham Tuyet-Mai Nguyen |
| author_facet | Bich Ngoc Do Tuan Phong Nham Tuyet-Mai Nguyen |
| author_sort | Bich Ngoc Do |
| collection | DOAJ |
| description | To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies analysis, internal brand crises antecedents were explored based on insights taken from experts in marketing and branding industry. Drafting from the phenomenological research, there are six problems leading to crisis found as follows: lack of human-centred strategy, lack of crisis prevention, lack of market understanding, lack of leadership and management skill, lack of innovation, and lack of quality assurance. These internal antecedents which accumulate to both performance-related and value-related brand crisis. This paper can have explicit implications for marketer, branders and managers, understanding these drivers and its occurrence, business managers are able to scan and analyses crisis situation faster to form timely response to crisis. |
| first_indexed | 2024-03-08T07:35:54Z |
| format | Article |
| id | doaj.art-204954bd50494bdaa1d0cb1188363193 |
| institution | Directory Open Access Journal |
| issn | 1648-0627 1822-4202 |
| language | English |
| last_indexed | 2024-03-08T07:35:54Z |
| publishDate | 2019-05-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Business: Theory and Practice |
| spelling | doaj.art-204954bd50494bdaa1d0cb11883631932024-02-02T18:51:21ZengVilnius Gediminas Technical UniversityBusiness: Theory and Practice1648-06271822-42022019-05-012010.3846/btp.2019.2331913An investigation the main internal brand crisis antecedentsBich Ngoc Do0Tuan Phong Nham1Tuyet-Mai Nguyen2Department of Social Sciences, Economic and Management, International School – Vietnam National University, Hanoi, VietnamVNU University of Economics and Business, Hanoi, VietnamDepartment of Marketing, Griffith Business School, Griffith University Australia, Queensland, Australia and Department of Economic Information System and E-commerce, Thuongmai University, Hanoi, VietnamTo enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies analysis, internal brand crises antecedents were explored based on insights taken from experts in marketing and branding industry. Drafting from the phenomenological research, there are six problems leading to crisis found as follows: lack of human-centred strategy, lack of crisis prevention, lack of market understanding, lack of leadership and management skill, lack of innovation, and lack of quality assurance. These internal antecedents which accumulate to both performance-related and value-related brand crisis. This paper can have explicit implications for marketer, branders and managers, understanding these drivers and its occurrence, business managers are able to scan and analyses crisis situation faster to form timely response to crisis.https://journals.vgtu.lt/index.php/BTP/article/view/10502brand crisis antecedentsbrand crisis causebrand crisis driverscrisis preventionperformance-related crisisvalue-related crisis |
| spellingShingle | Bich Ngoc Do Tuan Phong Nham Tuyet-Mai Nguyen An investigation the main internal brand crisis antecedents Business: Theory and Practice brand crisis antecedents brand crisis cause brand crisis drivers crisis prevention performance-related crisis value-related crisis |
| title | An investigation the main internal brand crisis antecedents |
| title_full | An investigation the main internal brand crisis antecedents |
| title_fullStr | An investigation the main internal brand crisis antecedents |
| title_full_unstemmed | An investigation the main internal brand crisis antecedents |
| title_short | An investigation the main internal brand crisis antecedents |
| title_sort | investigation the main internal brand crisis antecedents |
| topic | brand crisis antecedents brand crisis cause brand crisis drivers crisis prevention performance-related crisis value-related crisis |
| url | https://journals.vgtu.lt/index.php/BTP/article/view/10502 |
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