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The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty

Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little i...

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Main Author: Roslizawati, Ahmad
Format: Thesis
Language:English
English
Published: 2018
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/7922/1/s900480_01.pdf
https://etd.uum.edu.my/7922/2/s900480_02.pdf
https://etd.uum.edu.my/7922/
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spelling my.uum.etd.79222021-08-11T06:54:05Z https://etd.uum.edu.my/7922/ The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty Roslizawati, Ahmad HF5415.33 Consumer Behavior. Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little is understood how brand crisis response strategy could influence post- crisis brand loyalty. This study investigated the relationship between brand crisis response strategy, namely primary crisis response strategy, secondary crisis response strategy and corporate rebranding of the brand loyalty after the brand crisis occurred. Brand reputation was also taken into consideration as a mediator. The research framework of this study was developed based on the Situational Crisis Communication Theory and the Reciprocity Theory. Personally administered questionnaires were used in collecting the data from· the flight passengers in Northern Malaysia with a sample size of 384 respondents. The PLS-SEM was employed to analyse the data. The findings revealed that brand crisis response strategy and corporate rebranding have significant relationships to brand loyalty. Brand reputation mediates the relationship between brand crisis response strategy and corporate rebranding of the brand loyalty. The results of this research have further strengthened the theory and related literature on brand loyalty and put forward recommendations for structuring the comprehensive brand crisis response strategy. This study proposes theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research are presented. 2018 Thesis NonPeerReviewed text en https://etd.uum.edu.my/7922/1/s900480_01.pdf text en https://etd.uum.edu.my/7922/2/s900480_02.pdf Roslizawati, Ahmad (2018) The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty. PhD. thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Roslizawati, Ahmad
The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
description Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little is understood how brand crisis response strategy could influence post- crisis brand loyalty. This study investigated the relationship between brand crisis response strategy, namely primary crisis response strategy, secondary crisis response strategy and corporate rebranding of the brand loyalty after the brand crisis occurred. Brand reputation was also taken into consideration as a mediator. The research framework of this study was developed based on the Situational Crisis Communication Theory and the Reciprocity Theory. Personally administered questionnaires were used in collecting the data from· the flight passengers in Northern Malaysia with a sample size of 384 respondents. The PLS-SEM was employed to analyse the data. The findings revealed that brand crisis response strategy and corporate rebranding have significant relationships to brand loyalty. Brand reputation mediates the relationship between brand crisis response strategy and corporate rebranding of the brand loyalty. The results of this research have further strengthened the theory and related literature on brand loyalty and put forward recommendations for structuring the comprehensive brand crisis response strategy. This study proposes theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research are presented.
format Thesis
author Roslizawati, Ahmad
author_facet Roslizawati, Ahmad
author_sort Roslizawati, Ahmad
title The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_short The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_full The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_fullStr The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_full_unstemmed The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_sort consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
publishDate 2018
url https://etd.uum.edu.my/7922/1/s900480_01.pdf
https://etd.uum.edu.my/7922/2/s900480_02.pdf
https://etd.uum.edu.my/7922/
_version_ 1709670592547913728
score 13.211869

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