Artikel
An investigation the main internal brand crisis antecedents
To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies analysis, internal brand crises antecedents were explored based on insights taken from experts in marketing and branding industry. Drafting from the phenomenological research, there are six problems leading to crisis found as follows: lack of human-centred strategy, lack of crisis prevention, lack of market understanding, lack of leadership and management skill, lack of innovation, and lack of quality assurance. These internal antecedents which accumulate to both performance-related and value-related brand crisis. This paper can have explicit implications for marketer, branders and managers, understanding these drivers and its occurrence, business managers are able to scan and analyses crisis situation faster to form timely response to crisis.
- Sprache
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Englisch
- Erschienen in
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Journal: Verslas: Teorija ir praktika / Business: Theory and Practice ; ISSN: 1822-4202 ; Volume: 20 ; Year: 2019 ; Pages: 234-247 ; Vilnius: Vilnius Gediminas Technical University
- Klassifikation
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Management
- Thema
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brand crisis antecedents
brand crisis cause
brand crisis drivers
crisis prevention
performance-related crisis
value-related crisis
internal perspective approach
- Ereignis
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Geistige Schöpfung
- (wer)
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Dong Bich Ngoc
Tuan Phong Nham
Nguyen Tuyet-Mai
- Ereignis
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Veröffentlichung
- (wer)
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Vilnius Gediminas Technical University
- (wo)
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Vilnius
- (wann)
-
2019
- DOI
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doi:10.3846/btp.2019.23
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Dong Bich Ngoc
- Tuan Phong Nham
- Nguyen Tuyet-Mai
- Vilnius Gediminas Technical University
Entstanden
- 2019
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