University of Twente Student Theses
Brand crisis: what influences customers' motivation to defend a brand
Yu, X (2020) Brand crisis: what influences customers' motivation to defend a brand.
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| Abstract: | Brand crises endanger firms, and thus approaches which help firms to overcome brand crises are needed. Recently, existing literature showed that motivating customers to defend a brand during a brand crisis can be an efficient approach to deal with brand crises. However, the antecedents of customers’ motivation to defend a brand and the usefulness of co-creation during a brand crisis are not well explored. The study at hand contributes to the literature on long-term strategic planning. The study explores the antecedents which influence customers’ motivation to defend a brand. Furthermore, this study also examines the effect of different firm responses towards customers’ motivation to defend a brand during a brand crisis. This study contributes to investigating motivational factors in brand defense field and customer behaviour field. The results of this study help firms to prepare themselves before brand crises happen. Additionally, this study provides practical support that motivating customers to defend a brand is a new approach to overcome a brand crisis and co-creation during a brand crisis is useful. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/81467 |
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