An appraisal of crisis management practices on brand recovery: A study of a retail chain in Abuja, Nigeria.
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Background of the study
Crisis management practices are critical for retail chains to recover from adverse events and restore brand reputation. This study appraises how a retail chain in Abuja employs crisis management techniques—such as rapid response communication, transparent disclosures, and proactive stakeholder engagement—to facilitate brand recovery (Adeyemi, 2023). Effective crisis management can mitigate the negative impacts of unforeseen incidents and help rebuild consumer confidence. The research investigates how the retail chain’s crisis response strategies are executed across various communication channels, including social media, press releases, and in-store communications. It also examines the role of data analytics in monitoring consumer sentiment and guiding recovery efforts. By analyzing case studies and performance metrics, the study provides a comprehensive evaluation of the effectiveness of these practices in restoring brand integrity. The findings will offer practical recommendations for improving crisis management frameworks, ensuring that retail chains can recover swiftly and maintain long-term customer loyalty (Chinwe, 2024).
Statement of the problem
Retail chains in Abuja often struggle with brand recovery following crises due to inadequate crisis management practices. Delayed responses, inconsistent messaging, and insufficient stakeholder engagement can prolong negative perceptions and hinder the recovery process (Obi, 2024). This study aims to identify the deficiencies in current crisis management practices and assess how targeted improvements can accelerate brand recovery. Addressing these challenges is crucial for restoring consumer trust and ensuring the long-term viability of the retail chain.
Objectives of the study:
To appraise the impact of crisis management on brand recovery.
To identify effective crisis management practices in retail.
To recommend strategies for improving crisis response and recovery.
Research questions:
How do crisis management practices affect brand recovery?
What are the most effective crisis response strategies in retail?
How can crisis management be optimized for better recovery outcomes?
Significance of the study
This study is significant as it highlights the importance of robust crisis management in facilitating brand recovery for retail chains. The findings will provide actionable insights for improving crisis response strategies, thereby restoring consumer trust and enhancing market competitiveness. The research contributes to academic literature on crisis management and offers practical guidelines for retail practitioners (Adeyemi, 2023).
Scope and limitations of the study:
The study is limited to a single retail chain in Abuja and focuses exclusively on crisis management and brand recovery.
Definitions of terms:
Crisis Management Practices: Techniques used to handle and mitigate the impact of a crisis (Ike, 2023).
Brand Recovery: The process of regaining consumer trust and restoring brand image after a crisis (Emeka, 2023).
Retail Chain: A network of retail outlets operating under a unified brand (Oluwaseun, 2023).
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