Consumer Behavior During a Brand Crisis

Eugene Y. Chan ()
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Eugene Y. Chan: Toronto Metropolitan University

Chapter Chapter 12 in Consumer Behavior in Practice, 2024, pp 229-247 from Springer

Abstract: Abstract The landscape of consumer behaviorconsumer behavior has grown more complex in an age marked by connectivity and quick information dissemination, particularly when a brand crisisbrand crisis occurs. Understanding consumer behavior in these crucial situations is crucial for marketing executivesexecutive to maintain brand equity as well as to direct the course of their company’s future.

Keywords: Brand crisis; Skepticism; Transparency; Attribution; Blame (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50947-6_12

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DOI: 10.1007/978-3-031-50947-6_12

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