The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty

Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little i...

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Main Author:	Roslizawati, Ahmad
Format:	Thesis
Language:	eng eng
Published:	2018
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7922/1/s900480_01.pdf https://etd.uum.edu.my/7922/2/s900480_02.pdf
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id	my-uum-etd.7922
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Shaari, Hasnizam
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Roslizawati, Ahmad The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
description	Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little is understood how brand crisis response strategy could influence post- crisis brand loyalty. This study investigated the relationship between brand crisis response strategy, namely primary crisis response strategy, secondary crisis response strategy and corporate rebranding of the brand loyalty after the brand crisis occurred. Brand reputation was also taken into consideration as a mediator. The research framework of this study was developed based on the Situational Crisis Communication Theory and the Reciprocity Theory. Personally administered questionnaires were used in collecting the data from· the flight passengers in Northern Malaysia with a sample size of 384 respondents. The PLS-SEM was employed to analyse the data. The findings revealed that brand crisis response strategy and corporate rebranding have significant relationships to brand loyalty. Brand reputation mediates the relationship between brand crisis response strategy and corporate rebranding of the brand loyalty. The results of this research have further strengthened the theory and related literature on brand loyalty and put forward recommendations for structuring the comprehensive brand crisis response strategy. This study proposes theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research are presented.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Roslizawati, Ahmad
author_facet	Roslizawati, Ahmad
author_sort	Roslizawati, Ahmad
title	The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_short	The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_full	The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_fullStr	The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_full_unstemmed	The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
title_sort	consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2018
url	https://etd.uum.edu.my/7922/1/s900480_01.pdf https://etd.uum.edu.my/7922/2/s900480_02.pdf
_version_	1747828289220640768
spelling	my-uum-etd.79222021-08-11T06:54:05Z The consumer perception of brand crisis response strategy, brand reputation, corporate re-branding, and brand loyalty 2018 Roslizawati, Ahmad Shaari, Hasnizam Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Sustaining brand loyalty is the key success for the survival of any organisation. Maintaining brand loyalty becomes more challenging during a crisis. A slight mistake in responding to the brand crisis will jeopardise the brand image of the organisation. Despite the seriousness of the issue, little is understood how brand crisis response strategy could influence post- crisis brand loyalty. This study investigated the relationship between brand crisis response strategy, namely primary crisis response strategy, secondary crisis response strategy and corporate rebranding of the brand loyalty after the brand crisis occurred. Brand reputation was also taken into consideration as a mediator. The research framework of this study was developed based on the Situational Crisis Communication Theory and the Reciprocity Theory. Personally administered questionnaires were used in collecting the data from· the flight passengers in Northern Malaysia with a sample size of 384 respondents. The PLS-SEM was employed to analyse the data. The findings revealed that brand crisis response strategy and corporate rebranding have significant relationships to brand loyalty. Brand reputation mediates the relationship between brand crisis response strategy and corporate rebranding of the brand loyalty. The results of this research have further strengthened the theory and related literature on brand loyalty and put forward recommendations for structuring the comprehensive brand crisis response strategy. This study proposes theoretical and practical contributions for academics and professionals. The limitations of the study have been addressed, and some valuable suggestions for future research are presented. 2018 Thesis https://etd.uum.edu.my/7922/ https://etd.uum.edu.my/7922/1/s900480_01.pdf text eng public https://etd.uum.edu.my/7922/2/s900480_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. (1996). Building Strong Brands. New York: The Free Press. Abu Bakar, J., Hamzah, M. S., & Muhammad, M. M. (2014). Crisis Management Malaysian Aviation Tragedies. Innovative Trends In Multidisciplinary Academic Research, Vol. 1 (1), 77-93. Ahluwalia, R. (2002). How prevalent is the negativity effect in consumer environments? Journal of Consumer Research, 29(2), 270-279. Ahluwalia, R., Burnkrant, R. E., & Unnava, R. H. (2000). Consumer response to negative publicity: moderating role of commitment. Journal of Marketing Research, 37(2), 203-214. Al-A wadi, A. (2002). A proposed model of customer loyalty in retailing sector based on the Kuwaiti experience. 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