The mitigation of brand crises: towards broader, deeper and more diverse research directions

P. Antonetti, I. Baghi, C. Valor

Journal of Marketing Management Vol. 40, nº. 3-4, pp. 183 - 189

Spanish layman's summary:

El artículo resume tres investigaciones relevantes sobre cómo mitigar los efectos de las crisis en las organizaciones y propone una agenda de investigación sobre el tema.

English layman's summary:

The paper summarizes three key pieces of research on how brand crises can be mitigated and outlines a research agenda on the topic.

Keywords: Brand crisis. Mitigation strategies. Apologies. Forgiveness

JCR Impact Factor and WoS quartile: 3,500 - Q2 (2023)

DOI reference: https://doi.org/10.1080/0267257X.2024.2313306

Published on paper: February 2024.

Published on-line: February 2024.

Citation:
P. Antonetti, I. Baghi, C. Valor, The mitigation of brand crises: towards broader, deeper and more diverse research directions. Journal of Marketing Management. Vol. 40, nº. 3-4, pp. 183 - 189, February 2024. [Online: February 2024]