To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand … shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in …-depth interviews, key-note seminar and validating by case studies analysis, internal brand crises antecedents were explored based on …

interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model …, turning the consumer into the best brand promoter. …