A Brand Crisis Prevention Model Guided by the Interaction Orientation

Abstract

How to prevent brand crisis in present interactive environment? From a social psychological perspective, this paper argues that firms should consider how to launch the dialogue and interaction with customers at a strategic level, for enhancing their brand trust, mobilizing the masses of customers to participate in crisis-prevention works. Therefore, this paper introduces an important concept: interaction orientation, which is different from the customer orientation, and constructs the model of "interaction orientation ¡ú interaction quality ¡ú brand trust ¡ú crisis perception". Empirical studies have found that interaction orientation help firms improve interaction qualities. By training the employees' expertise and problem-solving abilities, firms can increase the customers' brand trust, which can prevent the spreading of the crisis incentives and reduce the crisis' negative impacts.