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

• Autor(a) principal: Salvador, Alexandre Borba
• Data de Publicação: 2017
• Outros Autores: Ikeda, Ana Akemi
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/3583
• topic: Brand crisis; information; crisis management.; Crise de marca; informações; gestão de crise.; Crise de marca; informações; gestão de crise.

Purpose – To understand, from the management perspective, the useof information on brand crisis management in moments involvingprevention, identification and management.Design/methodology/approach – This article is the result of anexploratory, qualitative study. Primary data was collected throughinterviews with marketing executives and crisis management specialists.Findings – We concluded that managers use information in verydifferent ways, and, taking possession of information and decisionmakingattitudes into account, four groups of crisis managers werefound.Originality/value – In order to contribute to the expansion ofacademic knowledge in the field of marketing administration andbrand crisis management, this study presented the crossing of threedifferent fields (information systems, brand crisis management andorganizational development) to structure knowledge concerning brandcrisis management. From the managerial perspective, certain crisescould be avoided by monitoring internal and external information,and by identifying problems in their early stages. From the socialperspective, reducing brand crisis cases positively affects society as awhole (organizations and individuals).