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Can the organization perform effectively during a crisis? Brand performance and organizational resilience are key

Can the organization perform effectively during a crisis? Brand performance and organizational... The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2516-7502.htm CRR Can the organization perform 6,3 effectively during a crisis? Brand performance and organizational resilience are key Received 6 September 2024 Revised 8 September 2024 Keywords Brand performance, Organizational performance, Organizational resilience Accepted 8 September 2024 Paper type General review Brands and organizational performance Companies that build brands that are strong and unique become better positioned to compete in today’s unpredictable business environment. Such brands are highly significant for both firms and their customers alike. This importance is intertwined in the sense that customer purchase decisions have major implications for organizational performance (OP) and prosperity. The power of brands is well documented. Among other things, they possess the capacity to: (1) Differentiate a company’s offers from those of its rivals; (2) Provide customers with additional value to enhance their experience and (3) Stimulate customer loyalty to both brand and firm. In the latter case, this typically leads to future purchases, positive word-of-mouth (WOM) and a willingness to pay premium prices. But that’s not all. When customers feel strongly connected to a brand, it can benefit the organization during difficult times. Such emotional http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Continuity & Resilience Review Emerald Publishing

Can the organization perform effectively during a crisis? Brand performance and organizational resilience are key

Continuity & Resilience Review , Volume 6 (3): 4 – Nov 20, 2024
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References (1)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2516-7502
DOI
10.1108/crr-09-2024-0026
Publisher site
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Abstract

The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2516-7502.htm CRR Can the organization perform 6,3 effectively during a crisis? Brand performance and organizational resilience are key Received 6 September 2024 Revised 8 September 2024 Keywords Brand performance, Organizational performance, Organizational resilience Accepted 8 September 2024 Paper type General review Brands and organizational performance Companies that build brands that are strong and unique become better positioned to compete in today’s unpredictable business environment. Such brands are highly significant for both firms and their customers alike. This importance is intertwined in the sense that customer purchase decisions have major implications for organizational performance (OP) and prosperity. The power of brands is well documented. Among other things, they possess the capacity to: (1) Differentiate a company’s offers from those of its rivals; (2) Provide customers with additional value to enhance their experience and (3) Stimulate customer loyalty to both brand and firm. In the latter case, this typically leads to future purchases, positive word-of-mouth (WOM) and a willingness to pay premium prices. But that’s not all. When customers feel strongly connected to a brand, it can benefit the organization during difficult times. Such emotional

Journal

Continuity & Resilience Review – Emerald Publishing

Published: Nov 20, 2024

Keywords: Brand performance; Organizational performance; Organizational resilience

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