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has been cited by the following article:

• TITLE: How to Save Brand after Crises? A Literature Review on Brand Crisis Management

  AUTHORS: Ming Li, Haiying Wei

  KEYWORDS: Brand Crisis, Crisis Response, Brand Trust, Consumer Behavior

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.6 No.2, February 18, 2016

  ABSTRACT: In recent years, brand crises are becoming increasingly prevalent in the global marketplace. Given that brand crises have many devastating effects, how to manage them effectively has become a hot topic among marketing researchers and practitioners. Based on the review of literatures concerned, this paper first analysed the concept and types of brand crises. Then this article summarized the response strategies that corporations can take during that hard time. Furthermore, this paper identified some factors that influence the effectiveness of those response strategies. Given all of this, the review highlights some promising directions for future research.