Brand crisis and legitimacy

Purpose This research aims to provide a state-of-the-art overview of brand crisis and legitimacy. Design/methodology/approach This research conducts a multi-study systematic literature review where brand crisis and legitimacy are reviewed independently and collectively. Findings This research provides first-hand evidence to show the paucity of the joint investigation of brand crisis and legitimacy despite their established presence in marketing literature. Noteworthily, this research highlights the richness of brand crisis research, albeit the need for greater theoretical grounding and integration in the field, which nevertheless, could be remedied by the strong theoretical foundations available in the body of knowledge on brand legitimacy. Research limitations/implications This research demonstrates that brand crisis and legitimacy are two important concepts that hold tremendous promise for developing and safeguarding the relationships that brands foster with their stakeholders. Originality/value This research offers a seminal state-of-the-art overview of brand crisis and legitimacy, along with promising directions for future research to enrich understanding at the point where brand crisis and legitimacy intersect, thereby safeguarding the legitimacy of brands when they experience a crisis in the marketplace.