{"id":"https://openalex.org/W7148410474","doi":"https://doi.org/10.31732/2663-2209-2026-81-284-292","title":"CRISIS PR AS PART OF A BRAND MARKETING STRATEGY","display_name":"CRISIS PR AS PART OF A BRAND MARKETING STRATEGY","publication_year":2026,"publication_date":"2026-03-30","ids":{"openalex":"https://openalex.org/W7148410474","doi":"https://doi.org/10.31732/2663-2209-2026-81-284-292"},"language":"en","primary_location":{"id":"doi:10.31732/2663-2209-2026-81-284-292","doi":"https://doi.org/10.31732/2663-2209-2026-81-284-292","is_oa":true,"landing_page_url":"https://doi.org/10.31732/2663-2209-2026-81-284-292","pdf_url":"https://snku.krok.edu.ua/index.php/vcheni-zapiski-universitetu-krok/article/download/1219/1212","source":{"id":"https://openalex.org/S4210232670","display_name":"Scientific notes of the UniversityKROK","issn_l":"2307-6968","issn":["2307-6968","2663-2209"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210125911","host_organization_name":"KROK University","host_organization_lineage":["https://openalex.org/I4210125911"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\"Scientific notes of the University\"KROK\"","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://snku.krok.edu.ua/index.php/vcheni-zapiski-universitetu-krok/article/download/1219/1212","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5066025469","display_name":"Iryna Mala","orcid":"https://orcid.org/0000-0003-0773-5336","observed_orcids":["https://orcid.org/0000-0003-0773-5336"]},"institutions":[{"id":"https://openalex.org/I4210125911","display_name":"KROK University","ror":"https://ror.org/02v8f6d18","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210125911"]}],"countries":["UA"],"is_corresponding":true,"raw_author_name":"\u0406\u0440\u0438\u043d\u0430 \u041c\u0430\u043b\u0430","raw_affiliation_strings":["\u0412\u041d\u0417 \u00ab\u0423\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0438 \u0442\u0430 \u043f\u0440\u0430\u0432\u0430 \u00ab\u041a\u0420\u041e\u041a\u00bb"],"raw_orcid":"https://orcid.org/0000-0003-0773-5336","affiliations":[{"raw_affiliation_string":"\u0412\u041d\u0417 \u00ab\u0423\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0438 \u0442\u0430 \u043f\u0440\u0430\u0432\u0430 \u00ab\u041a\u0420\u041e\u041a\u00bb","institution_ids":["https://openalex.org/I4210125911"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5066025469"],"corresponding_institution_ids":["https://openalex.org/I4210125911"],"apc_list":null,"apc_paid":null,"fwci":5.7531,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.90789874,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":null,"issue":"1(81)","first_page":"284","last_page":"292"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11121","display_name":"Public Relations and Crisis Communication","score":0.9750999808311462,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11121","display_name":"Public Relations and Crisis Communication","score":0.9750999808311462,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.017899999395012856,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.005799999926239252,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/crisis-communication","display_name":"crisis communication","score":0.6850000023841858},{"id":"https://openalex.org/keywords/brand-marketing-strategy","display_name":"brand marketing strategy","score":0.9909999966621399},{"id":"https://openalex.org/keywords/brand-resilience","display_name":"brand resilience","score":0.8149999976158142},{"id":"https://openalex.org/keywords/reputational-risk","display_name":"reputational risk","score":0.8700000047683716},{"id":"https://openalex.org/keywords/integrated-marketing-communication","display_name":"integrated marketing communication","score":0.8629999756813049},{"id":"https://openalex.org/keywords/audience-trust","display_name":"audience trust","score":0.675000011920929},{"id":"https://openalex.org/keywords/social-media-communication","display_name":"social media communication","score":0.5979999899864197},{"id":"https://openalex.org/keywords/marketing-analytics","display_name":"marketing analytics","score":0.515999972820282},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.6790000200271606},{"id":"https://openalex.org/keywords/stakeholder-engagement","display_name":"stakeholder engagement","score":0.7039999961853027},{"id":"https://openalex.org/keywords/brand-value","display_name":"brand value","score":0.49900001287460327}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5627999901771545},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5447999835014343},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5303000211715698},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5077999830245972},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.47859999537467957},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.4578000009059906},{"id":"https://openalex.org/C200288055","wikidata":"https://www.wikidata.org/wiki/Q2621792","display_name":"Element (criminal law)","level":2,"score":0.44519999623298645},{"id":"https://openalex.org/C14036430","wikidata":"https://www.wikidata.org/wiki/Q3736076","display_name":"Function (biology)","level":2,"score":0.43459999561309814},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4332999885082245},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.4034000039100647},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4034000039100647},{"id":"https://openalex.org/C2781286702","wikidata":"https://www.wikidata.org/wiki/Q2604680","display_name":"Target audience","level":2,"score":0.396699994802475},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.3935999870300293},{"id":"https://openalex.org/C2776058685","wikidata":"https://www.wikidata.org/wiki/Q378874","display_name":"Crisis communication","level":2,"score":0.3806000053882599},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.366100013256073},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.34769999980926514},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.34290000796318054},{"id":"https://openalex.org/C48798503","wikidata":"https://www.wikidata.org/wiki/Q877546","display_name":"Reputation","level":2,"score":0.3418000042438507},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.3287000060081482},{"id":"https://openalex.org/C2778729106","wikidata":"https://www.wikidata.org/wiki/Q1140126","display_name":"Social media analytics","level":3,"score":0.32330000400543213},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.3197000026702881},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.2939000129699707},{"id":"https://openalex.org/C2778300220","wikidata":"https://www.wikidata.org/wiki/Q114380","display_name":"Financial crisis","level":2,"score":0.2935999929904938},{"id":"https://openalex.org/C79158427","wikidata":"https://www.wikidata.org/wiki/Q485396","display_name":"Analytics","level":2,"score":0.2800999879837036},{"id":"https://openalex.org/C2780851881","wikidata":"https://www.wikidata.org/wiki/Q1141276","display_name":"Crisis management","level":2,"score":0.27489998936653137},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.2651999890804291},{"id":"https://openalex.org/C56408696","wikidata":"https://www.wikidata.org/wiki/Q6980087","display_name":"Native advertising","level":4,"score":0.2635999917984009},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.2581000030040741},{"id":"https://openalex.org/C48243021","wikidata":"https://www.wikidata.org/wiki/Q932522","display_name":"Strategic planning","level":2,"score":0.2574000060558319},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.25699999928474426},{"id":"https://openalex.org/C2781155252","wikidata":"https://www.wikidata.org/wiki/Q2270945","display_name":"Co-creation","level":2,"score":0.25380000472068787},{"id":"https://openalex.org/C44628447","wikidata":"https://www.wikidata.org/wiki/Q1017542","display_name":"Business-to-government","level":4,"score":0.2531000077724457},{"id":"https://openalex.org/C86275758","wikidata":"https://www.wikidata.org/wiki/Q376657","display_name":"Strategic management","level":2,"score":0.2524000108242035},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.2506999969482422}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.31732/2663-2209-2026-81-284-292","doi":"https://doi.org/10.31732/2663-2209-2026-81-284-292","is_oa":true,"landing_page_url":"https://doi.org/10.31732/2663-2209-2026-81-284-292","pdf_url":"https://snku.krok.edu.ua/index.php/vcheni-zapiski-universitetu-krok/article/download/1219/1212","source":{"id":"https://openalex.org/S4210232670","display_name":"Scientific notes of the UniversityKROK","issn_l":"2307-6968","issn":["2307-6968","2663-2209"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210125911","host_organization_name":"KROK University","host_organization_lineage":["https://openalex.org/I4210125911"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\"Scientific notes of the University\"KROK\"","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.31732/2663-2209-2026-81-284-292","doi":"https://doi.org/10.31732/2663-2209-2026-81-284-292","is_oa":true,"landing_page_url":"https://doi.org/10.31732/2663-2209-2026-81-284-292","pdf_url":"https://snku.krok.edu.ua/index.php/vcheni-zapiski-universitetu-krok/article/download/1219/1212","source":{"id":"https://openalex.org/S4210232670","display_name":"Scientific notes of the UniversityKROK","issn_l":"2307-6968","issn":["2307-6968","2663-2209"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210125911","host_organization_name":"KROK University","host_organization_lineage":["https://openalex.org/I4210125911"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\"Scientific notes of the University\"KROK\"","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7148410474.pdf","grobid_xml":"https://content.openalex.org/works/W7148410474.grobid-xml"},"referenced_works_count":9,"referenced_works":["https://openalex.org/W4403035813","https://openalex.org/W4403084432","https://openalex.org/W4404106193","https://openalex.org/W4407997063","https://openalex.org/W4408012458","https://openalex.org/W4409082743","https://openalex.org/W4414756457","https://openalex.org/W7117330916","https://openalex.org/W7118072444"],"related_works":["https://openalex.org/W7204023524","https://openalex.org/W7118865047","https://openalex.org/W7156145814","https://openalex.org/W7160323728","https://openalex.org/W4412484837","https://openalex.org/W4415218595","https://openalex.org/W7166425948","https://openalex.org/W7155760103","https://openalex.org/W7218289676","https://openalex.org/W7160958067"],"abstract_inverted_index":{"The":[0,71,196,250,306],"article":[1,251],"presents":[2],"a":[3,13,17,50,59,84,223,241,283,292],"comprehensive":[4],"theoretical":[5],"and":[6,30,56,68,120,159,188,194,205,247,256,269,303,333,363],"applied":[7],"analysis":[8],"of":[9,16,24,42,76,95,130,185,218,232,240,312,319,336,355,370],"crisis":[10,46,80,103,132,219,234,278,313,348],"PR":[11,47,133,279,314,349],"as":[12,149,180,189,291],"system-forming":[14],"component":[15,354],"brand\u2019s":[18,330],"marketing":[19,44,108,136,238,325],"strategy":[20],"in":[21,170,215,367],"the":[22,39,74,128,167,183,216,226,229,237,261,310,317,323,329,334,341],"context":[23,264],"digital":[25,168,209],"transformation,":[26],"increasing":[27],"reputational":[28,89,186,284],"risks,":[29],"growing":[31],"informational":[32],"turbulence.":[33],"It":[34,99,271,344],"is":[35,100,125,164,272,345],"substantiated":[36],"that":[37,102,199,274,309,347],"within":[38,208,260],"contemporary":[40,253],"paradigm":[41],"integrated":[43],"communications,":[45],"extends":[48],"beyond":[49],"reactive":[51],"response":[52,200],"to":[53,78,91,127,142],"negative":[54],"events":[55],"transforms":[57],"into":[58,135,236,322],"strategic":[60,96,248,293,356],"mechanism":[61],"for":[62,182,191,339],"managing":[63],"brand":[64,97,297,357],"resilience,":[65],"audience":[66,152],"trust,":[67],"corporate":[69],"competitiveness.":[70],"study":[72,227],"examines":[73],"evolution":[75],"approaches":[77],"understanding":[79],"communications":[81,235],"\u2014":[82],"from":[83],"tool":[85],"aimed":[86],"at":[87],"neutralizing":[88],"threats":[90],"an":[92,352,368],"integral":[93],"element":[94],"management.":[98],"argued":[101],"situations":[104],"directly":[105],"influence":[106],"key":[107],"performance":[109],"indicators,":[110,155],"including":[111],"customer":[112,156],"loyalty,":[113],"engagement":[114],"levels,":[115],"demand":[116],"dynamics,":[117],"market":[118],"share,":[119],"financial":[121],"outcomes.":[122],"Particular":[123],"attention":[124],"paid":[126],"necessity":[129],"integrating":[131,233],"tools":[134],"analytics":[137],"systems,":[138],"enabling":[139],"their":[140],"impact":[141],"be":[143],"assessed":[144],"through":[145,299],"relevant":[146],"KPIs":[147],"such":[148,276],"media":[150,176],"tone,":[151],"reach,":[153],"trust":[154,193],"retention":[157],"rates,":[158],"behavioral":[160],"responses.":[161],"Special":[162],"emphasis":[163],"placed":[165],"on":[166,222,316],"environment":[169,369],"which":[171],"brands":[172],"operate":[173],"today.":[174],"Social":[175],"platforms":[177],"simultaneously":[178],"function":[179,287],"channels":[181,211],"dissemination":[184],"risks":[187],"instruments":[190],"building":[192],"transparency.":[195],"research":[197,255],"highlights":[198],"speed,":[201],"message":[202],"consistency,":[203],"transparency,":[204],"personalized":[206],"interaction":[207],"communication":[210,361],"are":[212],"decisive":[213],"factors":[214],"effectiveness":[217,311],"PR.":[220],"Based":[221],"systemic":[224],"approach,":[225],"identifies":[228],"multi-level":[230],"nature":[231],"model":[239],"brand,":[242],"encompassing":[243],"reputational,":[244],"behavioral,":[245],"branding,":[246],"dimensions.":[249],"generalizes":[252],"academic":[254],"practical":[257],"cases,":[258],"particularly":[259],"Ukrainian":[262],"socio-economic":[263],"characterized":[265],"by":[266],"heightened":[267],"uncertainty":[268],"instability.":[270],"demonstrated":[273],"under":[275],"conditions":[277],"performs":[280],"not":[281],"only":[282],"risk":[285],"mitigation":[286],"but":[288],"also":[289],"serves":[290],"adaptation":[294],"tool,":[295],"strengthening":[296],"value":[298,331],"socially":[300],"responsible":[301],"positioning":[302],"stakeholder":[304],"engagement.":[305],"findings":[307],"confirm":[308],"depends":[315],"degree":[318],"its":[320],"integration":[321],"overall":[324],"strategy,":[326],"alignment":[327],"with":[328],"positioning,":[332],"use":[335],"analytical":[337],"mechanisms":[338],"monitoring":[340],"information":[342],"environment.":[343],"concluded":[346],"has":[350],"become":[351],"indispensable":[353],"management,":[358],"ensuring":[359],"adaptability,":[360],"coherence,":[362],"long-term":[364],"competitive":[365],"resilience":[366],"constant":[371],"change.":[372]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2026-04-03T00:00:00"}