Impact of social crises on brand perception and consumer trust

Rakibul Hasan Chowdhury 1, * and Md. Shoriful Hasan Chowdhury 2

1 CCBA Certified & Member, International Institute of Business Analysis (IIBA), USA, MSc. in Digital Business Management (2022), University of Portsmouth, UK.
2 BSS in Media Studies and Journalism, University of Liberal Arts Bangladesh, 2023.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(02), 527–536.
Article DOI: 10.30574/ijsra.2024.13.2.2162
Publication history: 
Received on 23 September 2024; revised on 04 November 2024; accepted on 08 November 2024
 
Abstract: 
In an era characterized by rapid social change and crises, understanding consumer perceptions of brands becomes increasingly vital for organizations seeking to maintain trust and loyalty. This study investigates consumer attitudes towards major brands, specifically Nike and Unilever, during recent social crises, including the COVID-19 pandemic and environmental disasters. Utilizing a mixed-methods approach, we conducted a comprehensive survey that assessed brand trust, perceived responsiveness, and overall brand perception among consumers. Additionally, in-depth case studies were analyzed to evaluate the strategic responses of Nike and Unilever during these crises. Findings indicate that effective communication and transparency significantly influence consumer trust and brand loyalty. The results highlight the importance of proactive brand engagement and socially responsible practices in fostering positive consumer sentiment during challenging times. This research contributes to the growing body of literature on brand management and crisis communication, offering valuable insights for marketers and business leaders in navigating brand challenges in an ever-evolving socio-economic landscape.
 
Keywords: 
Brand Trust; Crisis Communication; Consumer Perception; Social Responsibility; Nike; Unilever; Mixed-Methods Research; Brand Management; COVID-19 Pandemic; Environmental Crises
 
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0