Online Spoof Illustrations in the Aftermath of a Reputational Brand Crisis: Defining the Phenomenon and Its Consequences for Brand Management
Purpose: The purpose of this thesis is to explore the phenomenon of online spoof illustrations that are created in the aftermath of a reputational brand crisis. In a first step, characteristics of these illustrations are assessed and categorized. Subsequently, their impact on a brand’s reputation is investigated. Methodology: An exploratory sequential mixed method approach was applied, with initi
