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International Journal of Interdisciplinary Research

Table 2 Types of brand crises (Summarized by authors based on Dutta & Pullig, 2011)

From: Global fashion retailers’ responses to external and internal crises during the COVID-19 pandemic

Types Definition
Performance-related crisis Defective products and harm to a brand’s reputation with regard to offering functional benefits
Value-related crisis Other social and ethical issues that have internally occurred and affected a brand