Striking the right note when things get tough: The effects of message framing and crisis communication strategy on consumer outcomes during crises of different levels of severity

With the ever-increasing connectivity through the use of the Internet and social media for the exchange between consumers and brands, brand crises are increasingly becoming virtually inevitable. To minimize reputational damage when confronted with a crisis, brands utilize various crisis communication efforts to maintain positive customer evaluations. Through the rapid dissemination of news and press releases, online newspaper portals pose an important platform for a brands’ crisis communication to win public sympathy and support. This study examines the effect of communication strategy and message framing within crises of different degrees of severity on customer’s crisis evaluations.