Fatal brand crisis: can bolstering strategy rebuild the tarnished reputation?

• Main Author: Ahmad, Roslizawati
• Format: Article
• Language: English
• Published: Universiti Tun Hussein Onn Malaysia 2017
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26037/1/JTMB%204%202%202017%201%2014.pdf; http://repo.uum.edu.my/26037/; http://penerbit.uthm.edu.my/ojs/index.php/jtmb/article/view/1627
• Institution: Universiti Utara Malaysia

Business considers brand reputation is the key to survival for the organization. The occurrence of fatal brand crisis leaves a huge negative impact on the organization. Therefore, the purpose of this study is to examine the best response strategy to overcome the fatal brand crisis. In this study, the linkages between bolstering strategy consist of reminder strategy, ingratiation strategy and victimage strategy to the brand reputation has been examined by adapting the quantitative methodology. PLS-SEM has been employed to analyze the data. The findings show that only victimage strategy is significant, while reminder and ingratiation are not significant to restore the tarnished reputation by the fatal crisis. As a conclusion, this study had answered the hypothesis and contributed to the theoretical and practical contributions.