Purpose

Building on crisis management studies, this study aims to advance research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding.

Design/methodology/approach

This study uses a single case of industry-dominant corporate brand in an enriched context through in-depth analysis of industry informant and secondary data.

Findings

The paper uncovers detail of corporate brand and stakeholder interactions directed towards recovering corporate brand and restoring trust in the industry.

Research limitations/implications

This study offers an evidence-based framework of stakeholder interactions designed to support corporate brand recovery (CBR). The rich data are bounded within a single case.

Practical implications

Framework illustrates the importance of drawing on stakeholders in CBR, particularly in an industry crisis, emphasises trust restoration and reveals the peripheral role of customers in CBR.

Social implications

This study points to significance of stakeholder networks, particularly in insurance and financial services, in addressing social and ethical issues related to corporate misdeeds is identified.

Originality/value

This study makes noteworthy contribution to brand recovery research in two ways: firstly, by investigating the recovery of brands at corporate level and, secondly, by detailing the interactions between corporate brand and industry stakeholders in recovering the brand within a stricken industry.

中文翻译：

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恢复企业品牌：行业危机的教训

目的

在危机管理研究的基础上，本研究旨在推动对品牌恢复的研究，从对产品品牌/客户二重性的现有关注，到利益相关者营销和企业品牌塑造。

设计/方法/方法

本研究通过对行业信息提供者和辅助数据的深入分析，在丰富的背景下使用了一个以行业为主导的公司品牌的案例。

发现

本文揭示了企业品牌和利益相关者互动的细节，这些互动旨在恢复企业品牌并恢复对该行业的信任。

研究局限/意义

这项研究提供了一个基于证据的利益相关者互动框架，旨在支持企业品牌恢复（CBR）。丰富的数据限制在一个案例中。

实际影响

该框架说明了在社区康复中吸引利益相关者的重要性，尤其是在行业危机中，强调了信任的恢复并揭示了客户在社区康复中的外围作用。

社会影响

这项研究指出了利益相关者网络的重要性，特别是在保险和金融服务领域，在解决与公司不当行为有关的社会和道德问题方面具有重要意义。

创意/价值

这项研究通过以下两种方式对品牌恢复研究做出了重要贡献：首先，通过在企业层面调查品牌的恢复；其次，通过详细介绍企业品牌与行业利益相关者之间在受灾行业中恢复品牌之间的相互作用。