Recapturing images after a brand crisis through marketing communication in social networks: the Maggi controversy

R.K. Srivastava

International Journal of Export Marketing, 2018, vol. 2, issue 1, 63-86

Abstract: The purpose is to study whether the controversy due to brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behaviour. The research methodology consisted secondary research comprising of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behaviour. Maggi used social media extensively to address the issue and rebuild the brand reliability and confidence among its users. The research paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy adopted to regain mind share and equity.

Keywords: marketing communication; global brand; consumer brand equity; brand crisis; brand image. (search for similar items in EconPapers)
Date: 2018
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