THE IMPORTANCE OF CRISIS COMMUNICATION FROM THE PERSPECTIVE OF CORPORATE BRANDS: THE CASE OF PINAR CRISIS

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If an effective communication cannot be established with the target group during the crisis and the crisis is not managed well, a negative perception of the corporate brand is formed and the reputation of the institution may be disrupted. Therefore, it is of great importance to manage the crisis in a way that will harm the corporate brand at least. For this reason, in times of crisis, corporate brands should communicate quickly with their target audience and send convincing and informative messages to them.Within the scope of study, in the reputation crisis experienced in 2017 by “Pınar” brand operating in the food sector , in order to determine how the brand conducts the crisis communication , holistic single case desing which is one of the qualitative research methods is used. The crisis was approached in terms of Coombs s reputation repair strategies. As a result, supportive and repairing approach was demonstrated by the institution. It has been determined that the institution manages communication with a constructive discourse by avoiding an aggressive and accusatory language.

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Corporate Brand , Crisis Communication , Reputation , Pınar

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi