A theoretical framework is developed to explain the mechanisms that underlie the effectiveness of matching postcrisis communication strategies to the crisis types on relevant consumer reactions. Two studies are conducted regarding an actual crisis case: the Costa Concordia shipwreck on 2012. Study 1 provides evidence of more favorable consumer reactions to a company when confession strategy and preventable crisis are matched. The results verify that consumers' emotions of anger and sympathy play a mediating role. Study 2 demonstrates corporate reputation's moderating role on the link between postcrisis communication strategy and sympathy and, through it, on consumers' attitudinal and behavioral responses.

Company post-crisis communication strategies and the psychological mechanism underlying consumer reactions / Romani, Simona; Grappi, S.. - In: JOURNAL OF PUBLIC RELATIONS RESEARCH. - ISSN 1062-726X. - 27:1(2015), pp. 22-45. [10.1080/1062726X.2014.924839]

Company post-crisis communication strategies and the psychological mechanism underlying consumer reactions

ROMANI, SIMONA;
2015

Abstract

A theoretical framework is developed to explain the mechanisms that underlie the effectiveness of matching postcrisis communication strategies to the crisis types on relevant consumer reactions. Two studies are conducted regarding an actual crisis case: the Costa Concordia shipwreck on 2012. Study 1 provides evidence of more favorable consumer reactions to a company when confession strategy and preventable crisis are matched. The results verify that consumers' emotions of anger and sympathy play a mediating role. Study 2 demonstrates corporate reputation's moderating role on the link between postcrisis communication strategy and sympathy and, through it, on consumers' attitudinal and behavioral responses.
Company post-crisis communication strategies and the psychological mechanism underlying consumer reactions / Romani, Simona; Grappi, S.. - In: JOURNAL OF PUBLIC RELATIONS RESEARCH. - ISSN 1062-726X. - 27:1(2015), pp. 22-45. [10.1080/1062726X.2014.924839]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/132792
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