Title: Recapturing images after a brand crisis through marketing communication in social networks: the Maggi controversy

Authors: R.K. Srivastava

Addresses: Government of Maharashtra's, Sydenham Institute of Management Studies, University of Mumbai, 3rd Floor, B-Road, Churchgate, Mumbai, India

Abstract: The purpose is to study whether the controversy due to brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behaviour. The research methodology consisted secondary research comprising of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behaviour. Maggi used social media extensively to address the issue and rebuild the brand reliability and confidence among its users. The research paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy adopted to regain mind share and equity.

Keywords: marketing communication; global brand; consumer brand equity; brand crisis; brand image.

DOI: 10.1504/IJEXPORTM.2018.093112

International Journal of Export Marketing, 2018 Vol.2 No.1, pp.63 - 86

Received: 27 Sep 2017
Accepted: 23 Mar 2018
Published online: 09 Jul 2018 *

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