(Universidad Icesi, 2023-11-28) Cárdenas Posada, Gabriela; Caicedo Fernández, Valentina; Rojas, Luis Fernando
This research focuses on examining the role of brands during crises and how consumers perceive and respond to the actions of companies in difficult times. Brand management in crisis situations has become a relevant issue in the business world since crises can have a significant impact on reputation and customer loyalty. This study has important implications for companies as it provides guidance on how to approach crises from a brand management perspective. Furthermore, it will reveal a deeper understanding of consumer expectations and how their perceptions can influence a brand's reputation and long-term success.
