haku: @indexterm crisis management / yhteensä: 327
viite: 39 / 327
| Tekijä: | Braun-Latour, K.A. Latour, M.S. Loftus, E.F. |
| Otsikko: | Is that a finger in my chili?: Using affective adversing for postcrisis brand repair |
| Lehti: | Cornell Hotel and Restaurant Administration Quarterly
2006 : MAY, VOL. 47:2, p. 106-120 |
| Asiasana: | advertising communication crisis management marketing brands restaurants USA |
| Vapaa asiasana: | media |
| Kieli: | eng |
| Tiivistelmä: | This study deals with the effects of reconstructive memory (hereafter as: rec-mem.) related with the damage to a business's reputation following negative publicity. The study contradicts the commonly held myth that it is best to avoid communicating for a time letting consumers "forget" an unfortunate incident. Instead, the crisis situation can be used as a means to reestablish a relationship with consumers. It is proposed that postcrisis communication efforts ought to be focused on emotionally connecting with consumers through autobiographical-referencing advertising. In addition, the lessons of rec-mem. can be applied to all phases of brand management. |
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