Keywords : Corporate Communication
Understanding The Impact of Corporate Communication Initiatives on Consumers in Crisis Management among Consumer Oriented Industries
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 6, Pages 2892-2906
Corporate communication plays a vital role in the life span of a brand. Not only is it important for improving their life cycle instead it is of extreme importance at the time of crisis. The Consumer Industry today is prone to crisis and it is of sheer importance during such times to have an effective communication plan which would help the brand sail through the crisis effectively such that the consumer is not mislead and is given a sense that they are part of the journey to emerging through such testing times. The study focuses on the impact and perception of Corporate Communication and its practices on the consumer of consumer oriented industries. The study was conducted amongst people of Shimla and a sample of 155 chosen.
The aim of the study is to understand how Corporate Communication practices influence and affect the behavior of consumers at the time of crisis. The study sheds light on the relationship between CC and the impact of the practices on the consumer. The study has helped us analyze the strategies Consumer industries ideally follow and the extent to which these practices help them in dealing with the crisis.