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How will they react? Textile organizations and crisis communication : effect of crisis type, information and product price on the perceived post crisis emotions, attitude and behavioural intentions of textile organizations

Ruiter, M.A. (2015) How will they react? Textile organizations and crisis communication : effect of crisis type, information and product price on the perceived post crisis emotions, attitude and behavioural intentions of textile organizations.

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Abstract:Crisis communication researchers have systematically examined how people perceive the crisis response strategies using experimental designs. The results of these experimental studies provide evidence for organizations which they can use. This study contributes to the knowledge of the excising experimental studies by investigating a 2×2×2 experimental design where the conditions; crisis response timing strategy (proactive- versus reactive crisis response strategy), two types of value-related crises (animal cruelty- versus human exploitation crisis) and price (high- versus low price) are tested within the textile industry. Results show that a proactive crisis response strategy has positive influence and results in less anger , more sympathy and more brand trust than a reactive crisis response strategy. An animal cruelty crisis results in more negative post crisis impact than a human exploitation crisis and results in less sympathy and less purchase intention. A crisis within an organization with high priced products results in more negative post crisis impact than a crisis within an organization with low priced products and results in less purchase intention. Crisis managers need to implement a proactive crisis response strategy prior to a crisis so they will always use this strategy. In order to avoid value related crises, crisis managers within the textile industry need to have sufficient supply chain management which, for instant, avoids subcontracting. Future research could go deeper into the unexplored conditions crisis type and price.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/67610
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