Development of a Framework to Manage Brand Crises

This book carries the title Development of a Framework to Manage Brand Crises. It addresses the growing number of brand crises all around the world and throughout all industries. Due to the rising complexity of the business environment crises do not only show an increasing occurrence but their consequences also become more and more devastating. Unfortunately research in this field is partially still in its infancy. As a result the aim of this paper based on a comprehensive literature review is to generate a holistic approach in order to enable the reader to understand the different thematic fields. In practice executives often act when the problem has already occurred for example when they are directly confronted with a brand crisis. Consequently the decisions taken are not always rational and response strategies often do not match the crisis type. This paper can be seen as a rough guideline for managers to understand the wide range of subjects belonging to the field of brand misconduct and to obtain ability to develop sensitivity for this topic. It argues on the basis of consumer behavior theories and gives recommendations premised on recognized research.