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Crisis on board : the effect of disclosure and crisis type on brand evaluation

Hulzink, R. (2015) Crisis on board : the effect of disclosure and crisis type on brand evaluation.

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Abstract:In most organizational crisis cases, the organization has to decide whether or not to disclose the crisis. Especially, the type of crisis should be taken into account in the decision phase in order to minimize the harm to the brand evaluation of the organization. Consequently, in this study, disclosure of a crisis (self-disclosure vs. disclosure by third party) and the interaction with two crises types (value-related crisis vs. performance-related crisis) on brand attitude, brand trust and purchase intention has been researched. A 2x2 experiment was performed to collect the data by using an online questionnaire. 186 Participants were randomly assigned. Results showed a main significant effect of self-disclosure on purchase intention. Besides, results demonstrated a marginally significant interaction effect of disclosure and type of crisis on brand attitude and brand trust. A self-disclosure of a value-related crisis has a more positive effect on brand attitude than disclosure by a third party, whereas a performance-related crisis has a more positive effect in case of disclosure by a third party on brand attitude compared to self-disclosure. In this study, anger and blame were predicted as mediating variables between disclosure type, crisis type on the brand evaluations. Blame was found to be partially mediating between the significant relations of crisis type and brand evaluations. Results showed no significant effects of anger as mediating factor between disclosure type and crisis type. However, anger has a direct marginally significant effect on brand attitude and a significant effect on brand trust and purchase intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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