Brand personality and provocative crisis communication

: a case study on True Fruits

Resumo

Provocation is a commonly used strategy in advertising to get a target group’s attention.Recently, communication practitioners have observed that some brands implemented aprovocative approach to crisis communication. However, little is known about theeffectiveness of this type of strategy, and its consequences for a brand’s reputation. Thisdissertation explored this phenomenon through a scientific case study on the Germansmoothie brand true fruits, which repeatedly implemented a provocative crisiscommunication strategy in the past. The aim of this research is to explore consequences,risks, and opportunities through a comprehensive literature review on relevant theories anda methodological case study approach, which combined several methods. Notions from thefields of relationship theory, brand personality research, provocative communication, andcrisis communication were reviewed and combined to establish a theoretical framework andrelevant concepts were identified. The case of true fruits was investigated through themethods documentation, survey interviews with consumers, and interviews with industryprofessionals. After establishing the context of this case, the data collection and analysis wasconducted. Through this, the relationships and relevancy between each concept wasexplored. By doing so, the dissertation identified several relevant success and risk factors,which can serve as a basis for future research and go into consideration for thecommunication planning process, such as brand personality, brand relationship quality,polarization, anti-brand activism, and duration of execution time.

Data do prémio	25 jan. 2022
Idioma original	Portuguese
Instituição de premiação	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)