Crisis brand management in emerging markets

Abstract

Purpose This paper seeks to address a gap in the literature relating to crisis brand management in emerging markets. Design/methodology/approach The study is based on secondary research and 15 qualitative depth interviews with mothers living in Beijing. Findings The study found that the Chinese infant milk powder incident significantly reduced confidence in domestic brands, altered perceptions of domestic brands, and had a profound effect on buying behaviour. Research limitations/implications The study is based primarily on a consumer perspective and the findings cannot be generalised to a wider population with known levels of statistical significance because of the qualitative methodology and small sample size. Practical implications The paper concludes that while crisis brand management requires managers to undertake similar actions whether they work in an emerging or a developed market, the cultural environment may cause them to actually take different actions. Originality/value This paper makes an original contribution to knowledge regarding crisis brand management in an emerging market via insight provided by the 2008 Chinese infant milk powder incident.

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