University of Twente Student Theses


The moderating impact of media coverage on the relation between scandals and company reputation

Hovenier, R. G. (2019) The moderating impact of media coverage on the relation between scandals and company reputation.

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Abstract:This thesis presents the results of an exploratory research to examine the influence of products brand scandals on organizational reputation and the moderating effect of media coverage. Corporate scandals appear throughout history and in all different types of economies. In today’s society, the way of communicating a corporate scandal to the public is via mass media. Mass media can be seen as the driver of negative content about corporate scandals. The theory connected with the relationship between corporate scandals and organizational reputation is called cognitive attribution theory, which means that people will constantly search for an explanation to a cause of behavior or events. Primary data was gathered in the form of semi-structured interviews. During the interviews, an initial reputation was established and after introducing a scandal, organizational reputation was established again. Purchase intentions was used as a measure for organizational reputation. The findings of this study reveal that a recent brand scandal does not have a negative influence on the reputation of a company, which sells that particular product.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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