Consumer Response and Corporate Crisis Communication Strategies in Brand Crisis Events: A Case Study of Samsung Galaxy Note 7

Abstract

This paper examines brand crisis management through four key aspects: psychological foundation, business strategy, communication relationships, and crisis communication practices. Using the Samsung Galaxy Note 7 battery explosion incident as a key study case, the research analyzes the brand's coping strategies and their effectiveness during the crisis. The study draws upon attribution theory, Coombs' Situational Crisis Communication Theory, and Benoit's Image Repair Theory to explain consumer response mechanisms to brand crises and corporate response strategies. Despite Samsung's corrective measures in product recalls and apologies, the crisis escalated due to poor initial responses, resulting in significant brand image damage and market share loss. The paper explores the negative impacts on Samsung's social impact, business operations, and brand promise, highlighting the importance of rapid response, transparent communication, and multi-stakeholder collaboration. Using Bernstein's step-by-step model of crisis communication, the research summarizes how companies communicate effectively during crises and suggests specific practices on how to engage with consumers, investors, employees, and suppliers in a brand crisis event.