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Title:
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BRAND EQUITY AND CRISES:
HOW BRAND COMMUNICATION BASED
ON FUNCTIONAL AND EMOTIONAL RESONANCE
AFFECTS CONSUMER ATTITUDE TOWARDS NEGATIVE
NEWS |
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Author(s):
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Guilherme Keity Nakagawa, Edson Crescitelli and Maria Carolina Cavalcante Dias |
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ISBN:
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978-989-8704-63-4 |
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Editors:
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Adriana Backx Noronha Viana and Pedro Isaías |
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Year:
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2024 |
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Edition:
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Single |
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Keywords:
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Brand Reputation, Brand Resonance, Consumer Attitude, Crisis Management, Brand-Related Negative News |
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Type:
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Concise |
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First Page:
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71 |
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Last Page:
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74 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study explores the impact of institutional crises on consumer attitudes, examining how brand communication
strategiesfunctional versus emotional resonanceaffect resilience to negative news. A structured questionnaire was
administered to 173 Brazilian consumers, divided into two phases. In the first phase, participants evaluated fictional
advertisements for six personal hygiene and cosmetics products and reported purchase intentions. In the second phase, they
were exposed to fictional news depicting technical or social crises related to the brands. Data analysis used descriptive
statistics and independent samples t-tests. Preliminary results reveal that negative news significantly influences consumer
attitudes, particularly for brands emphasizing functional attributes. Consumers with strong emotional ties to a brand showed
greater resilience, while those with a functional profile were more affected by product-related crises. Ethical concerns, such
as sexual harassment, had a stronger impact on emotionally driven consumers. This study contributes to brand reputation
and crisis management literature by underscoring the importance of emotional bonds in mitigating reputational damage.
It highlights the need to integrate functional and emotional communication strategies and to consider the role of
dissemination channels in shaping public perceptions. These findings offer practical insights for brand managers navigating
complex and competitive environments. |
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