The Correlation of Brand Equity and Crisis: A Review and Directions for Future Research

Abstract

The relations between brand equity and crisis draw the attentions of theorists and practitioners. Previous researches were unidirectional, which suggested that brand equity has an impact on crisis, or crisis influence brand equity. However, the two-way effects between crisis and brand equity are still unknown. The purpose of this paper is to review the findings like the factors that crisis affect brand equity, as well as the process of how brand equity adjusts severity or evaluation of crisis. The researches on the bidirectional mechanism behind the relationship of brand equity and crisis are insufficient, which will be the important directions in the future.