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By:Jihee Choi
Published on 2017 by


Study 3 examines the interaction effects between a company’s response strategy to moral harm crisis and individual (e.g., moral equity level) and crisis characteristics (e.g., crisis victim’s vulnerability) on consumers’ reactions toward the brand. We found a significant interaction effect between moral equity level and response strategy on attitudes toward the brand and intention to visit a restaurant. In addition, we found that when a company injures a highly vulnerable population as a result of moral wrongdoing and then denies their responsibility, consumers are much more likely to form an unfavorable evaluation of the brand; such a company is much better off if it uses a rebuilding approach and shows their willingness to correct the problems. This dissertation contributes to a better understanding of brand crisis management in the restaurant industry by examining three types of crises and considering various factors related to brand (e.g., past CSR activity, brand equity), crisis (e.g., victim’s vulnerability), and individual consumer (e.g., moral equity regarding corporate behavior). Both academic and practical implications of our findings are discussed, as well as the limitation of the three studies and recommendations for future research.

This Book was ranked at 22 by Google Books for keyword Crisis Management.

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