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 |