Percorrer por autor "Keiter, Nele Clara"
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- Surviving supply chain crises : the role of effective communication in maintaining brand trust and loyaltyPublication . Keiter, Nele Clara; Romeiro, PauloGlobal crises such as pandemics and geopolitical tensions disrupt supply chains, affecting business operations and consumer behavior worldwide. This study explores the influence of crisis communication strategies on consumer-brand relationships, particularly brand trust and loyalty, during such supply chain crises. Focusing on different product categories, the research examines how proactive and reactive communication strategies impact brand trust and loyalty during disruptions. A quantitative survey within a 2x2 experimental framework tested five hypotheses across four scenarios involving proactive and reactive communication strategies applied to essential and non-essential products. The results demonstrate that proactive communication significantly enhances brand loyalty and trust, especially for essential goods. Proactive strategies, marked by transparency and credibility, were more effective in fostering brand trust and enhancing loyalty than reactive strategies, which appeared defensive or insincere. This research contributes to crisis communication theories by linking them with supply chain management and consumer behavior, filling a gap in interdisciplinary research. Managerially, it provides insights into effective communication strategies that can help maintain consumer trust and loyalty, particularly for essential goods, during supply chain disruptions.