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Does culture matter during a crisis? : The effects of cultural dimensions and image repair strategies on organizational reputation and word-of-mouth intentions.

Tóth, R.L. (2021) Does culture matter during a crisis? : The effects of cultural dimensions and image repair strategies on organizational reputation and word-of-mouth intentions.

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Abstract:There are only a few if any studies that examine how Hofstede’s cultural dimensions interact with the image repair strategies and how this influences organizational reputation and word-of-mouth intentions. However, no existing studies have investigated it in an experimental setting including all these variables. Therefore, the study aims to fill this gap, with an additional examination of emotions’ and crisis responsibility’s mediating power. The dimensions that are used in the study are uncertainty avoidance and power distance index because these dimensions might explain the public’s reaction to crises. The two national cultures that the study focuses on are Russia and The Netherlands. The research method is an experiment with a 2 (culture: high uncertainty avoidance and large power distance index versus low uncertainty avoidance and small power distance index) X 2 (Image repair strategy: denial versus mortification) factorial design with emotions and crisis responsibility as mediators.
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/87526
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