Mary Stamper

Brand Crisis Management in the Restaurant Industry false 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 c...