Crisis Communication In Luxury Fashion Brands A Comparison Of Gucci And Balenciaga's Strategies
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | corporate communication crisis communication divat fashion közösségi média kríziskommunikáció luxury brands luxus márka Social media vállalati kommunikáció |
| Online Access: | http://dolgozattar.uni-bge.hu/59156 |
| Kivonat: | This thesis looks at how two well-known luxury fashion brands, Gucci and Balenciaga, handled major public crises through their communication strategies based on information that is available in the online media. Using a comparative case study method and secondary research, the study focuses on how these brands responded to backlash, what kind of platforms they used, what tone they applied, and how the public reacted. The analysis is based on also two key theories: Image Repair Theory and Situational Crisis Communication Theory. The results show that fast, honest, and empathetic communication can help brands protect or rebuild their reputation. The study also highlights how media framing, social media reactions, and strong leadership messages all play a big role in how a brand is judged during a crisis today. |
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