ارتباطات کسب‌وکار و مدیریت بحران برند چگونه می‌توان به بحران‌های برند به شیوه مؤثر پاسخ داد؟
الموضوعات : پژوهش های مدیریت راهبردی
سعید قنبری
1
,
داتیس خواجه ئیان
2
,
طاهر روشندل اربطانی
3
,
سیاوش صلواتیان
4
,
سیدمهدی شریفی
5
1 - دانشجوی دکتری گروه مدیریت رسانه، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
2 - استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 - استاد گروه مدیریت رسانه و ارتباطات کسب‌وکار دانشکده مدیریت دانشگاه تهران، تهران، ایران
4 - دانشیار گروه مدیریت رسانه، دانشکده ارتباطات و رسانه ، دانشگاه صداوسیما
5 - دانشیار گروه مدیریت رسانه و ارتباطات کسب‌وکار دانشکده مدیریت دانشگاه تهران
الکلمات المفتاحية: برند, بحران برند, ارزش ویژه برند, مدیریت بحران برند, ارتباطات کسب‌وکار,
ملخص المقالة :
بحران برند به عنوان رویدادی غیرمنتظره و منفی شناخته می‌شود که می‌تواند اعتبار به برند را تخریب کرده، اعتماد مشتریان یا مصرف‌کنندگان را کاهش داده و ارزش ویژه برند را نابود سازد. این مقاله به یک سؤال اساسی در حوزه ارتباطات کسب‌وکار پاسخ می‌دهد و آن اینکه «چگونه می‌توان در مدیریت بحران برند مؤثر عمل کرد؟» این مقاله تلاش کرده با استفاده از مرور ادبیات ضمن تدقیق مفاهیم بنیادین در این حوزه، نظریات مطرح در حوزه مدیریت بحران برند شامل نظریه اسناد، سیگنالینگ، ترمیم تصویر، وضعیتی ارتباطات بحران و هم‌آفرینی برند را معرفی کند و نقش هر یک از آن‌ها در مدیریت بحران برند را نشان دهد. همچنین تلاش شده تا گونه‌شناسی مناسب از انواع بحران برند، انواع پاسخ به بحران برند، انواع عوامل مؤثر بر پاسخ به بحران برند و همچنین انواع پیامدهای بحران برند ارائه شود. چارچوب راهنمای مدیریت بحران برند بر اساس مدل 5W1H نیز در این مقاله ارائه شده است. این چارچوب بر اهمیت پیش‌بینی، آمادگی و یادگیری مداوم در مدیریت بحران برند تأکید می‌کند. نتایج نشان می‌دهد که مدیریت موفق بحران برند نیازمند تعامل گروهی و همکاری بین‌بخشی است که می‌تواند به حفظ و بازیابی ارزش برند در شرایط بحرانی کمک کند
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