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  • Consumer-Preferred Company Responses Following a Crisis: The Importance of Taking Responsibility

    Author(s)
    McDonald, Lynette Maree
    Hartel, C.E.J.
    Griffith University Author(s)
    McDonald, Lynette M.
    Year published
    2001
    Metadata
    Show full item record
    Abstract
    Despite the capacity for a company crisis to cause damage to sales, there are currently few guidelines and little research to indicate optimum company response choice. In fact, there are surprisingly few empirical examinations investigating consumer response to communicated corporate responses following crises. Public relations literature has focused on identifying corporate communication strategies following a crisis, rather than on examining impact on consumers. In order to help practitioners gain a better understanding of response options and likely consumer outcomes, this article reviews the literature on responses and ...
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    Despite the capacity for a company crisis to cause damage to sales, there are currently few guidelines and little research to indicate optimum company response choice. In fact, there are surprisingly few empirical examinations investigating consumer response to communicated corporate responses following crises. Public relations literature has focused on identifying corporate communication strategies following a crisis, rather than on examining impact on consumers. In order to help practitioners gain a better understanding of response options and likely consumer outcomes, this article reviews the literature on responses and research conducted to date. A review of empirical studies provides evidence that company responses impact on consumer purchase intentions. Based on this evidence, it is argued that a consumer-preferred company response hierarchy may exist. Further, it is argued that this hierarchy is based on the extent to which the response reflects acceptance of corporate responsibility. Gaps in the literature on company responses and future research directions are identified.
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    Journal Title
    Asia Pacific Public Relations Journal
    Volume
    3
    Issue
    1
    Publisher URI
    https://ojs.deakin.edu.au/index.php/apprj/index
    Subject
    Business and Management
    Marketing
    Communication and Media Studies
    Publication URI
    http://hdl.handle.net/10072/67227
    Collection
    • Journal articles

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