Fachartikel
Post-crises response strategies: a combined model to manage brand crises
expected benefits and consequently reducing brand equity. Post-crisis response strategies may be
implemented by companies in their effort to restore brand confidence and diminish the effect of
reputational threat. Hence, they act as a critical determinant of the actual impact of the crisis on
consumers’ evaluations and consequently on brand equity. In order to help crisis managers in this
challenging task, previous studies in the field of crisis management have conceptualized several
models and theories providing mechanisms to anticipate consumers’ reactions to a crisis and
proposing different approaches for the company to respond. A contingency-based view suggests
that the effectiveness of a crisis response depends on various contingent factors, which may
mediate and moderate consumers’ post-crisis brand evaluations. Thus, moderators such as brand
familiarity, a company’s reputation for CSR activities and brand identification may be enhanced
and exploited by companies in order to implement a more appropriate and cost-effective response
strategy.
2017
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