Building Brand Muscle

Author: Dr. Jiyun Kang

Building Brand Muscle: How do product responsibility and social responsibility impact brand resilience when an inevitable crisis hits? 

Companies have two major choices in pre-crisis planning to build stronger brand muscle; one area is product responsibility, and the other is social responsibility. Dr. Jiyun Kang and her doctoral student, Amy Faria, both from the Division of Consumer Science at Purdue University’s White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, studied this phenomenon, finding recommendations for companies when two types of crises hit them, a values crisis, related to ethical issues, and a performance crisis, related to product issues.