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Journal ArticleDOI

Brand resurrection in an emerging economy

03 Oct 2019-Journal of Marketing Communications (Routledge)-Vol. 25, Iss: 7, pp 783-798
TL;DR: Ramesh, the proprietor of Amalya Dairy Pvt Ltd, looks at the recommendations given by the market research firm for rebuilding the brand image after a major brand crisis as mentioned in this paper.
Abstract: Ramesh, the proprietor of Amalya Dairy Pvt Ltd, looks at the recommendations given by the market research firm for rebuilding the brand image after a major brand crisis. After Amalya Dairy suffered...
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TL;DR: In this paper, the authors investigated the effects of the endorsers and product types on consumers' engagement in brand resurrection movements through brand-relationship variables (e.g., self-brand connection, perceived product attachment, and source credibility).
Abstract: This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [ie self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)] Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life,Using source credibility theory (SCT) as a lens, this study conducted two studies (ie Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro,Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (ie attractiveness, trustworthiness and expertise)[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role,The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (ie celebrity and CEO) and non-celebrity endorsers (ie experts) have an impact on consumers’ motivation to engage in BRM,To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements

18 citations

References
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Journal ArticleDOI
TL;DR: Situational crisis communication theory (SCCT) as discussed by the authors offers a framework for understanding the dynamic dynamics of crisis communication and how people will react to the crisis response strategies used to manage the crisis.
Abstract: Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. SCCT provides a mechanism for anticipating how stakeholders will react to a crisis in terms of the reputational threat posed by the crisis. Moreover, SCCT projects how people will react to the crisis response strategies used to manage the crisis. From its empirical research emerges a set of evidence-based crisis communication guidelines. The development of SCCT is discussed along with the presentation of its guidelines for crisis communication.

1,771 citations

Journal ArticleDOI
TL;DR: Patients are no longer to be called patients, but would be generally referred to as clients.
Abstract: When you're in business, it's good to have customers, but do you have customer service in mind when you're developing technology for an e-business Web site? If not, you should, because the place where your work and the customers' experience comes together is where you can make it easy-or hard for customers to do business at a site. If you can understand customer intentions at an e-business site, you can factor them into technology choices and mechanisms that support them. Is it easy for a single-minded customer to find and buy a product, or for a holistic-minded user to do a combination of browsing, learning and shopping? While the marketing people decide what goes on a site and the content developers create the look-and-feel, the front-row seat for data mining is with the technical staff who know what information is available in log files, what profiling can be dynamically processed in the background and indexed into the dynamic generation of HTML, and what performance can be expected from the servers and network to support customer service and make e-business interaction productive.

273 citations

Journal ArticleDOI
TL;DR: In this article, the authors explored whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their attitude towards the brand and word-of-mouth (WOM).
Abstract: Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.

62 citations


"Brand resurrection in an emerging e..." refers background in this paper

  • ...Pace, Balboni, and Gistri 2014 suggest that the organization should deal with the social media audience immediately while being transparent in their communication with them....

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