Suposição 1: Uma crise de marca causada por problema em produto causa perda de volumes e de participação de mercado. |
Anwar (2014)Anwar, S. T. (2014). Product recalls and product-harm crises. Competitiveness Review, 24(3), 190-210. http://dx.doi.org/10.1108/CR-02-2013-0011. http://dx.doi.org/10.1108/CR-02-2013-001...
; Assiouras et al. (2013)Assiouras, I., Ozgen, O., & Skourtis, G. (2013). The impact of corporate social responsibility in food industry in product-harm crises. British Food Journal, 115(1), 108-123. http://dx.doi.org/10.1108/00070701311289902. http://dx.doi.org/10.1108/00070701311289...
; Cleeren et al. (2013)Cleeren, K., Van Heerde, H., & Dekimpe, M. G. (2013). Rising from the Ashes: how brands and categories can overcome product-harm crises. Journal of Marketing, 77(2), 58-77. http://dx.doi.org/10.1509/jm.10.0414. http://dx.doi.org/10.1509/jm.10.0414...
; Van Heerde et al. (2007)Van Heerde, H., Helsen, K., & Dekimpe, M. G. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science, 26(2), 230-245. http://dx.doi.org/10.1287/mksc.1060.0227. http://dx.doi.org/10.1287/mksc.1060.0227...
; Tsang (2000)Tsang, A. (2000). Military doctrine in crisis management: three beverage contamination cases. Business Horizons, 43(5), 65-73. http://dx.doi.org/10.1016/S0007-6813(00)80011-7. http://dx.doi.org/10.1016/S0007-6813(00)...
|
Suposição 2: Uma crise de marca causada por problema em produto pode gerar associações negativas à marca. |
Aaker (1996b)Aaker, D. (1996b). Criando e administrando marcas de sucesso. São Paulo: Futura.; Anwar (2014)Anwar, S. T. (2014). Product recalls and product-harm crises. Competitiveness Review, 24(3), 190-210. http://dx.doi.org/10.1108/CR-02-2013-0011. http://dx.doi.org/10.1108/CR-02-2013-001...
; Assiouras et al. (2013)Assiouras, I., Ozgen, O., & Skourtis, G. (2013). The impact of corporate social responsibility in food industry in product-harm crises. British Food Journal, 115(1), 108-123. http://dx.doi.org/10.1108/00070701311289902. http://dx.doi.org/10.1108/00070701311289...
; Dawar & Lei (2009)Dawar, N., & Lei, J. (2009). Brand crises: the roles of brand familiarity and crisis relevance in determining the impact on brand evaluations. Journal of Business Research, 62(4), 509-516. http://dx.doi.org/10.1016/j.jbusres.2008.02.001. http://dx.doi.org/10.1016/j.jbusres.2008...
; Dawar & Pillutla (2000)Dawar, N., & Pillutla, M. M. (2000). Impact of product harm crises on brand equity: the moderating role of consumer expectations. JMR, Journal of Marketing Research, 37(2), 215-226. http://dx.doi.org/10.1509/jmkr.37.2.215.18729. http://dx.doi.org/10.1509/jmkr.37.2.215....
|
Suposição 3: Uma crise de média extensão da marca de uma empresa de alta reputação representa uma ameaça para os negócios dos concorrentes por ter potencial de afetar negativamente toda a categoria. |
Roehm & Tybout (2006)Roehm, M. L., & Tybout, A. M. (2006). When will a brand scandal spill over, and how should competitors respond? Journal of Marketing Research, 43(3), 366-373. http://dx.doi.org/10.1509/jmkr.43.3.366. http://dx.doi.org/10.1509/jmkr.43.3.366...
; Siomkos et al. (2010)Siomkos, G., Triantafillidou, A., Vassilikopoulou, A., & Tsiamis, I. (2010). Opportunities and threats for competitors in product-harm crises. Marketing Intelligence & Planning, 28(6), 770-791. http://dx.doi.org/10.1108/02634501011078156. http://dx.doi.org/10.1108/02634501011078...
|
Suposição 4: Em razão da crise, os concorrentes podem ficar mais agressivos, visando conquistar os consumidores do produto gerador da crise. |
Assiouras et al. (2013)Assiouras, I., Ozgen, O., & Skourtis, G. (2013). The impact of corporate social responsibility in food industry in product-harm crises. British Food Journal, 115(1), 108-123. http://dx.doi.org/10.1108/00070701311289902. http://dx.doi.org/10.1108/00070701311289...
; Tsang (2000)Tsang, A. (2000). Military doctrine in crisis management: three beverage contamination cases. Business Horizons, 43(5), 65-73. http://dx.doi.org/10.1016/S0007-6813(00)80011-7. http://dx.doi.org/10.1016/S0007-6813(00)...
|