An Examination of Consumer– Company Identification as a Key Predictor of Consumer Responses in Corporate Crisis
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AbstractThrough an experiment, this study examined how varying degrees of consumer–company identification, crisis severity and different crisis response messages (i.e., two‐sided vs. one‐sided) affected consumers’ responses to corporate crisis and the crisis‐affected company. Results suggested that two‐sided response messages were more effective in reducing the attribution of crisis responsibility than one‐sided positive response messages for weak identifiers, while one‐sided positive response messages were more effective than two‐sided response messages for strong identifiers. But this message effect was only found in low but not high severity crisis. Findings of the study indicated that consumer–company identification may serve as one of the key factors in predicting consumer reactions to crisis.
All Author(s) ListZHANG Xiaochen, KIM Sora
Journal nameJournal of Contingencies and Crisis Management
Volume Number25
Issue Number4
Pages232 - 243
LanguagesEnglish-United Kingdom

Last updated on 2019-09-09 at 00:43