Brand crisis management: the use of information for prevention, identification and management

Alexandre Borba Salvador, Ana Akemi Ikeda

Abstract


Purpose – To understand, from the management perspective, the use
of information on brand crisis management in moments involving
prevention, identification and management.

Design/methodology/approach – This article is the result of an
exploratory, qualitative study. Primary data was collected through
interviews with marketing executives and crisis management specialists.

Findings – We concluded that managers use information in very
different ways, and, taking possession of information and decisionmaking
attitudes into account, four groups of crisis managers were
found.


Originality/value – In order to contribute to the expansion of
academic knowledge in the field of marketing administration and
brand crisis management, this study presented the crossing of three
different fields (information systems, brand crisis management and
organizational development) to structure knowledge concerning brand
crisis management. From the managerial perspective, certain crises
could be avoided by monitoring internal and external information,
and by identifying problems in their early stages. From the social
perspective, reducing brand crisis cases positively affects society as a
whole (organizations and individuals).


Keywords


Brand crisis; information; crisis management.



DOI: https://doi.org/10.7819/rbgn.v20i1.3583

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