Brand response to environmental turbulence: A framework and propositions for resistance, recovery and reinvention

Rego, L and Brady, M and Leone, R and Roberts, J and Srivastava, C and Srivastava, R K (2021) Brand response to environmental turbulence: A framework and propositions for resistance, recovery and reinvention. International Journal of Research in Marketing. ISSN 0167-8116 (In Press)

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Abstract

As valuable assets of corporations, governments and not-for-profit organizations, brands have attracted considerable research attention. We know a lot about how brands create knowledge in their target consumers’ minds, which leads to an attitude towards or relationship with the brand that translates into a number of favorable outcomes. The resultant brand equity is often associated with improved performance of the organization in reaching its objectives such as increasing market value. We know less about the dynamic nature of brand equity and, in particular, how it may interact with turbulence in the external environment in which the brand competes, both positively and negatively. We examine three key dimensions of brand equity—brands’ access to their target markets, perceived differentiation, and level of brand engagement with their target consumers—that influence the effect environmental turbulence has on diminishing equity or providing future opportunities for brand equity growth. Borrowing from the strategy literature, we suggest ways in which agile and resilient firms can use brand equity to resist environmental turbulence, recover from any damage that may result from it, and reinvent themselves to leverage opportunities created by a radically altered external environment. We close with a set of propositions intended to guide managers in anticipating and responding to environmental turbulence and inform and shape future research in this area.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Srivastava, R K
https://orcid.org/0000-0002-5236-2375
Item Type: Article
Uncontrolled Keywords: Brands, Brand Management, Environmental Turbulence, Brand Access, Brand Differentiation, Brand Engagement, Brand Resilience, Brand Agility, Brand Resistance, Brand Recovery, Brand Reinvention
Subjects: Marketing
Organization Behavior
Depositing User: Gurusrinivasan K
Date Deposited: 27 Dec 2021 07:53
Last Modified: 27 Dec 2021 07:53
URI: https://eprints.exchange.isb.edu/id/eprint/1610
Publisher URL: https://www.sciencedirect.com/science/article/pii/...
Publisher OA policy: https://v2.sherpa.ac.uk/id/publication/12612
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