A process view of the role of integrated marketing communications during brand crises

Purpose This paper aims to explore the internal processes that can enable firms to identify and effectively respond to brand crises, with various groups coordinating and cooperating with each other, and also propose a guiding framework relevant for both managers and researchers. Design/methodology/a...

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Bibliographic Details
Published in:Qualitative market research 2019-06, Vol.22 (3), p.497-524
Main Authors: Hewett, Kelly, Lemon, Laura L
Format: Article
Language:English
Subjects:
Business communications
Consumers
Customers
Employees
Financial services
Integrated marketing
Leadership
Product recalls
Scandals
Social networks
Success
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