Abstract:
When a brand experienced a crisis, effective Public Relations remained important as their brand image was put to the ultimate test. Corporate giants remain so powerful in the minds of consumers that loyalty was an unbreakable bond, that trust earned over a period of time was forged, that an image was built and sustained via a promise kept over a generation of ethical trading and fun experiences. However, trust and loyalty could be questioned and challenged depending on the how the brands responded to the intensity of a crisis.
This study was conducted to analyse consumers reaction to bad Public Relations (PR) concerning brand crises, with specific reference to Tiger Brands listeriosis outbreak in 2018. In this study the research was affiliated with and components measured against the media press Tiger Brands had experienced.
The study made use of the qualitative research to gather data as, qualitative research allowed the researcher to understand subjective experiences and feelings through individuals, with regards to Tiger Brands listeriosis outbreak.
This study gathered information on when a brand was exposed to a crisis, in order to have helped firms react positively to minimise damage in the event of a scandal. This enabled the researcher to measure to what extent, if any, the damage was on brand loyalty and brand image components. It was worth completing as it was useful to measure how strong the bond was with the brand and its surrounding consumers in times of being exposed to a crisis, therefore understanding the importance of PR during a crisis was crucial in order to be well prepared and to have prevented brand erosion. Consumers stated that Tiger Brands crisis was not managed effectively and that they had lost a sense of trust with the brand.
