Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis
| Date | 23 October 2023 |
| Pages | 449-459 |
| DOI | https://doi.org/10.1108/JPBM-01-2023-4311 |
| Published date | 23 October 2023 |
| Author | Tessa Garcia-Collart |
Speak up! brands’responsiveness matters:
consumer reactions to brand communications in
the early stages of a crisis
Tessa Garcia-Collart
Department of Marketing and Entrepreneurship, University of Missouri-St Louis, St Louis, Missouri, USA
Abstract
Purpose –In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand
communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on
external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so
by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more
sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will
benefit most from brands’crisis-related content.
Design/methodology/approach –This research introduces two empirical studies (combined sample ¼490), using student and online participant
samples.
Findings –Results from this work demonstrate that at the onset of a crisis, consumers’attitudes, brand engagement, and self-brand connections
significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feelless
socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content
related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).
Research limitations/implications –While the effect of crisis communications on consumption behavior and the moderating effect of social
connections is explored, the underlying mechanism of these effects is not investigated in this study.Therefore, future research might consider
evaluating the mechanisms that drive these effects.
Practical implications –This work builds on past research to help establish that during early critical times, marketing managers should include
crisis-related content in their communications, which will increase consumers’positive reactions toward the brand.
Social implications –Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive
practice because these are particularly well-received among vulnerable consumer segments, such as thosewho feel less socially connected during
critical times.
Originality/value –Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a
postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain
times, such as the earlier stages of an external crisis.
Keywords Brand communication, Brand relationships, Brand engagement, Crisis management
Paper type Research paper
Introduction
Brand communications are the strategic processes by which
brands engage in a conversationwith their consumers regarding
their products, services, and/orunrelated topics in an open and
interactive format, which contributes to enhancing brand
equity, awareness, loyalty, image and strengthening the
consumer-brand relationship (Fetscherin et al., 2021;Keller,
2009;Batra and Keller, 2016). Such brand communication
strategies require an integrative approach, especially during
times of crisis whenmarket changes oblige brand adaptations to
help manage rising challenges (Gupta and Nair, 2021;
Veloutsou andGuzm
an, 2017).
Crises surrounding a brand can be categorized as either
internal or external. Internal crisesare performance and value-
related (Dutta and Pullig, 2011) while external crises include
natural disasters, global health crisesor regional conflicts
(Sheth, 2020). Notably, the initial stage of any crisis is
particularly challenging given the uncertainty and lack of
information or guidance (CDC, 2019). Therefore, timely
dissemination of information at the start of a crisis is crucial to
help mitigate the risks associated with it. Related research
found that brands that specifically soughttoalleviate the worry
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
33/4 (2024) 449–459
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-01-2023-4311]
The author would like to thank Dr Jayati Sinha for her great support and
valuable feedback on an earlier version of this manuscript.
Received 23 January 2023
Revised 22 July 2023
28 September 2023
Accepted 1 October 2023
449
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