University of Twente Student Theses
Different crises require different approaches : how crisis response strategies, crisis types and corporate social responsibility programs influence emotions, trust and purchase intentions of consumers
Kraesgenberg, A. (2016) Different crises require different approaches : how crisis response strategies, crisis types and corporate social responsibility programs influence emotions, trust and purchase intentions of consumers.
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| Abstract: | Aim. This study provides insights into the effects of crisis response strategies, crisis harm types and corporate social responsibility (CSR) programs on emotions, trust and purchase intention of consumers. Significant differences and effects will be identified to provide practical insights for future organizational crisis responses. Background. With increasing expectations of organizations, crisis situations and related organizational characteristics, such as corporate social responsibility (CSR) , incidents may result in complex crises. Through experimental design combining several independent variables, crisis managers could response appropriate towards their external stakeholders. Methods. A scenario-based 2 (rebuild versus diminish response strategy) x 2 (performance- versus values-related harm crisis) x 2 (institutional versus promotional CSR program) experiment is conducted through a fictive online news article among 306 Dutch respondents, collected through a convenience sampling method. The average age is M = 27.95 (SD = 11.35) and 81.7% has an educational background at a university or university of applied sciences. Findings. Main effects were found for all dependent variables. Crisis response strategy influences benevolence and integrity, such that respondents exposed to a rebuilding strategy perceive organizations as more benevolent and integer compared to a diminishing strategy. Consumers have a higher ability and purchase intention after exposure to a values-related crisis compared to a performance-related crisis, however, integrity is higher after a performance-related crisis. CSR programs influence perceived organizational ability and purchase intention in favor of a institutional program versus a promotional program. Also interaction effects between response strategy and crisis harm type were found. Managerial implications: This study provides practical implication and prove of different outcomes when distinguishing characteristics of crisis communication. When marketing managers deepen into the exact type of crisis and organizational background, organizations can anticipate more appropriate towards there consumers. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/71012 |
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