In a materialist world how strong is your brand: the impact of brand type, crisis type, and crisis response on brand equity.

BOEKHOUDT, Z.L. (2016) In a materialist world how strong is your brand: the impact of brand type, crisis type, and crisis response on brand equity.

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Abstract:This research aims to examine the impact of crisis type, crisis response strategy, and brand type on brand equity and overall brand equity. Consequently, this study adopts a 2 (performance vs. values-related crisis) x2 (functional vs. symbolic brand) x2 (rebuild vs. no response) between-subjects design. Furthermore, this study included materialism as a moderator. This study chose a quantitative approach, consequently, 188 people participated in the survey. To analyze the responses several MANOVAs, MANCOVAs, and multiple regression analyses were run. Results show that crisis type had a significant negative impact on perceived brand quality. Moreover, materialism moderated the relationship between crisis type, brand loyalty, as well as overall brand equity. Furthermore, it was found that crisis type had an adverse impact on perceived brand quality. Which in turn has an indirect influence on overall brand equity. Furthermore, materialism was found to moderate the relationship between crisis type and overall brand equity. Based on these results, managers should take materialism into account when planning their crisis communication plan. Although there were several limitations caused by non-sampling error, therefore, making the result ungeneralizable to other product categories or segmentations. In conclusion, researchers and practitioners should explore materialism in relation to brand crisis type.
Item Type:Essay (Master)
Clients:
Unknown organization, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69516
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