The role of social apathy in the brand crisis caused by the food safety scandal in under development societies

Subject Areas : Journal of Iranian Social Development Studies

sara hamidi ¹ (Faculty of management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.)
Karim Hamdi ² (Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)
Mohammad Hassan Behzadi ³ (Associate Professor, Department of Statistics, Faculty of Basic Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran)

Received: 2021-01-26 Accepted : 2021-03-01 Published : 2007-12-22

Keywords: Employer Branding, Brand Crisis, Consumer Apathetic, Anomic Situation, Under Development Societies,

Abstract :

Due to the high use of technology, fast delivery, meeting customer expectations in a competitive world and huge competition in the food industry, food safety scandal has become a common phenomenon (Utkal Khandelwal et al.2018). As a result, the main purpose of this article is to identify the indicators and components of the brand crisis and its antecedents and consequences. For this purpose, interpretive paradigm, qualitative approach, and the theory of grand theory (data foundation) were used. In order to reach professors and experts in the field of marketing, especially the brand, the snowball sampling method was chosen and the tactic of hidden content analysis was used to analyze in-depth interviews and related articles of the day. Since the data format was audio and text, MAXQDA 2020 software was used for coding. Findings and results show that employer branding (employee engagement), strategic marketing management, country infrastructure are the main antecedents of the brand crisis. Indifference to brand revenge is also a major consequence under development societies. In fact, the main gap between developing societies and developed countries in the lack of employee engagement is due to the anomic situation and consumers apathetic.