دور ذاكرة المستهلك في إدارة أزمة العلامة التجارية

Abstract EN

This study focuses on the positive and negative consumer memory about the brand.

It highlighted the most important memory-based strategies and its role in managing the brand crisis.

The results showed that the previous relationship between the consumer and the brand plays an important role in influencing his attitudes towards the brand crisis.

Using consumer memory, a marketing and advertising strategy can be formulated to restore consumer confidence in the brand after being exposed to the crisis by re-awakening his nostalgia and recalling his previous relationships with it and its history.