University of Twente Student Theses
The Effect of Organisational Purpose on Image and Purchase Intention in Congruent and Non-Congruent Crises
Ros, A (2023) The Effect of Organisational Purpose on Image and Purchase Intention in Congruent and Non-Congruent Crises.
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| Abstract: | The current research aims to examine the possible moderating effects of ‘organisational purpose’ and ‘crisis scenario’ on the image of an organisation and the behavioural intention towards an organisation pre- and post-crisis. Moreover, the research aims to examine the possible buffer or backfire effects of ‘organisational purpose’ in preventable crises. A quantitative 2(organisational purpose; social value vs. economic value) x 2(crisis; social sustainability crisis vs. economic sustainability crisis) between-subjects design was used to research the hypotheses. The results (N=171) gave a potential effect of organisational purpose on affective image pre-crisis and an effect of organisational purpose and crisis scenario on affective image and purchase intention post-crisis. There were no significant effects found on cognitive image or investment intentions pre- and post-crisis. From the results, a tentative conclusion can be drawn that there are potential buffer effects for non-congruent crises for organisations with a social impact purpose. Moreover, the results indicate that both social- and economic crises are potentially congruent with the core of organisations with an economic impact purpose. More research about the effects of organisational purpose needs to be done before definitive practical implications can be provided. However, preliminary practical implications are related to the adaption of crisis response strategies for organisations with a social impact purpose in non-congruent preventable crises. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/95431 |
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