CRISIS MARKETING IN THE FASHION INDUSTRY: THE CASES OF H&M , ZARA, BURBERRY AND BALENCIAGA

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dc.contributor.authorBañón Lucas, Laura
dc.date.accessioned2026-06-22T15:05:45Z
dc.date.issued2025-07-08
dc.descriptionTrabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2024/2025. Directores/as: María Pilar Pascual Fraile
dc.description.abstractTHE STUDY WILL INCLUDE A COMPARATIVE ANALYSIS OF EACH BRAND¿S APPROACH TO CRISIS COMMUNICATION, EXPLORING THE SPEED AND TRANSPARENCY OF THEIR RESPONSES, AS WELL AS THE CORRECTIVE ACTIONS TAKEN TO ADDRESS PUBLIC BACKLASH. IT WILL ALSO ASSESS THE ROLE OF SOCIAL MEDIA IN AMPLIFYING THESE CRISES AND SHAPING PUBLIC PERCEPTION, ALONG WITH THE EFFECTIVENESS OF DIFFERENT MARKETING TECHNIQUES EMPLOYED TO REPAIR BRAND IMAGE
dc.identifier.urihttps://hdl.handle.net/10115/316977
dc.language.isoeng
dc.publisherUniversidad Rey Juan Carlos
dc.rights.accessRightsinfo:eu-repo/semantics/restrictedAccess
dc.subjectCrisis Marketing
dc.subjectMARKETING
dc.subjectFASHION BRANDS
dc.subjectBRAND CRISIS
dc.titleCRISIS MARKETING IN THE FASHION INDUSTRY: THE CASES OF H&M , ZARA, BURBERRY AND BALENCIAGA
dc.typeinfo:eu-repo/semantics/studentThesis

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