Effects of Corporate Response Strategies for the Negative Publicity on Brand Attitude Changes : Interaction Effects between Corporate Response Strategies and Consumer Loyalty

2016 ◽  
Vol 18 (2) ◽  
pp. 148
Author(s):  
TaiWoong Yun
Keyword(s):  
Interaction Effects ◽  
Brand Attitude ◽  
Consumer Loyalty ◽  
Corporate Response ◽  
Response Strategies ◽  
Negative Publicity ◽  
Attitude Changes

How the Interplay of Consumer-Brand Identification and Crises Influences the Effectiveness of Corporate Response Strategies

2020 ◽  
pp. 232948841989822
Author(s):  
Liang Ma
Keyword(s):  
Crisis Communication ◽  
Communication Theory ◽  
The Self ◽  
Brand Identification ◽  
Online Experiment ◽  
Corporate Response ◽  
Situational Crisis Communication Theory ◽  
Response Strategies ◽  
Consumer Reactions ◽  
Practical Implications

Consumer-brand identification (CBI) establishes when consumers use the defining attributes of a brand to define themselves. This study examines whether and how CBI influences the effectiveness of corporate response strategies suggested by the situational crisis communication theory in preventable crises and whether this influence is moderated by a threat to the self-defining attributes shared between consumers and a brand. A total of 868 consumers of two brands took part in an online experiment. CBI increases the effectiveness of corporate response strategies at mitigating negative consumer reactions. Response strategies are even more effective when a crisis does not threaten the shared defining attributes. Additionally, compensation is the strategy that really reduces consumers’ negative reactions, instead of apology strategy. More theoretical and practical implications were discussed.

Emotions Matter in Crisis

2011 ◽  
Vol 38 (6) ◽  
pp. 826-855 ◽  
Author(s):  
Hyo J. Kim ◽  
Glen T. Cameron
Keyword(s):  
News Frames ◽  
Negative Attitudes ◽  
Corporate Response ◽  
Response Strategies ◽  
Emotional Appeal ◽  
Systematic Processing ◽  
Emotional Appeals ◽  
A Cell ◽  
The Media ◽  
Corporate Crisis

This experiment revealed that emotional news frames (anger-inducing vs. sadness-inducing) affect people’s emotional response to a corporate crisis such as a cell phone battery explosion accident. The distinct emotions induced by different news frames influenced individuals’ information processing (i.e., heuristic vs. systematic processing) and the evaluation of the company differently. Participants exposed to anger-inducing crisis news read the news less closely and had more negative attitudes toward the company than those exposed to sadness-inducing news. Also, emotional frames affected how individuals perceived the different types of corporate responses (relief-focused message vs. punishment-focused message; emotional appeal vs. no emotional appeal). The advantage of emotional appeals was found contingent on how the crisis was previously framed by the media. Findings demonstrate a potential for developing effective corporate response strategies in a given crisis situation, considering the type of crisis, how it has been framed by the media, the publics’ emotional responses, and the use of emotional appeals.

Examining the effectiveness of using CSR communication in apology statements after bad publicity

2018 ◽  
Vol 23 (3) ◽  
pp. 357-376 ◽  
Author(s):  
Angie Chung
Keyword(s):  
Positive Attitude ◽  
Interaction Effects ◽  
Hierarchical Regression ◽  
Content Type ◽  
Regression Approach ◽  
Negative Publicity ◽  
Model Equations ◽  
Corporate Social ◽  
A Company

Purpose The purpose of this paper is to contribute to understanding the effects of framing apology statements with corporate social responsibility (CSR) communications after a company has suffered negative publicity. Specifically, this study examined the role of CSR fit on consumers’ skepticism toward the apology statement and attitude toward the company compared to a no-CSR message condition. In addition, the study also analyzed the interaction effects between CSR fit and history on skepticism toward the apology statement and attitude toward the company. Design/methodology/approach A 2 (CSR fit: high or low) × 2 (CSR history: long or short) between-subject design was employed to examine the hypotheses. In addition, a no-CSR message group without any mention of CSR activities was included. To test the hypothesized constructs of main interest (i.e. CSR fit and CSR history) and incremental validity in the same set of model equations, this study used a hierarchical regression approach. Findings The high CSR fit condition led to less skepticism toward the apology statement and a more positive attitude toward the company than the no-CSR message condition did. The low CSR fit condition, in contrast, led to more skepticism toward the apology statement and a less positive attitude toward the company than the no-CSR message condition did. In addition, the results showed that the interaction effects between CSR fit and history will predict skepticism toward the apology statement and attitude toward the company. Originality/value There is little research on the effectiveness of high (congruent) and low (incongruent) CSR fit compared to a no-CSR message condition. To address this gap, this paper compared the effectiveness of the two conditions to a no-CSR condition.

scholarly journals THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES

2021 ◽  
Vol 19 (1) ◽  
pp. 156-165
Author(s):  
Kardina Yudha Parwati ◽  
◽  
Fatchur Rohman ◽  
Astrid Puspaningrum ◽  
◽  
...  
Keyword(s):  
Brand Loyalty ◽  
Brand Attitude ◽  
Consumer Loyalty ◽  
Celebrity Endorsement ◽  
Additional Insight ◽  
Research Contribution ◽  
The Relationship ◽  
Insight Into

This research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebrity endorsement, brand attitude, and brand loyalty. Besides, this research analyzes the role of brand attitude as the mediating variable of the relationship between self-congruity and celebrity endorsement toward brand loyalty. This research contribution is giving additional insight into the relationship between variables on the Cognition-Affect-Behavior Paradigms.

Asymmetric cognitive, emotional and behavioural effects of values-related and performance-related negative brand publicity

2018 ◽  
Vol 27 (2) ◽  
pp. 128-145 ◽  
Author(s):  
Xian Liu ◽  
Helena Maria Lischka ◽  
Peter Kenning
Keyword(s):  
Relative Effectiveness ◽  
Corrective Action ◽  
Response Strategy ◽  
Related Case ◽  
Content Type ◽  
Consumer Responses ◽  
Response Strategies ◽  
Behavioural Effects ◽  
Negative Publicity ◽  
And Performance

Purpose This research aims to systematically explore the cognitive and emotional effects of values-related and performance-related negative brand publicity and investigate how the psychological effects translate into different behavioural outcomes. In addition, it examines the relative effectiveness of two major brand response strategies in mitigating negative publicity. Design/methodology/approach Two experimental studies were conducted to test the hypotheses. Study 1 examines the effects of values- and performance-related negative brand publicity, using a 3 (negative brand publicity: values-related vs performance-related vs control) × 2 (brand: Dove vs Axe) between-subjects experiment. Study 2 further compares the effects of two major brand response strategies on consumers’ post-crisis perceived trustworthiness and trust and responses towards a brand involved in negative publicity. A 2 (negative brand publicity: values-related vs performance-related) × 2 (brand response strategy: reduction-of-offensiveness vs corrective action) between-subjects design was used. Findings The results suggest that values-related negative brand publicity is perceived as being more diagnostic and elicits a stronger emotion of contempt, but a weaker emotion of pity than performance-related negative brand publicity. Moreover, values-related negative brand publicity has a stronger negative impact on consumer responses than performance-related negative brand publicity. Interestingly, compared to perceived diagnosticity of information and the emotion of pity, the emotion of contempt is more likely to cause differences in consumer responses to these two types of negative brand publicity. Regarding brand response strategy, corrective action is more effective than reduction-of-offensiveness for both types of negative brand publicity, but the advantage of corrective action is greater for the performance-related case. Originality/value This research enriches the negative publicity and brand perception literature, showing the asymmetric cognitive, emotional and behavioural effects of values- and performance-related negative brand publicity. It also identifies the psychological mechanisms underlying consumer responses to negative brand publicity, and it provides empirical evidence for the relative effectiveness of two major brand response strategies.

Consumer Response to Negative Publicity: The Moderating Role of Commitment

2000 ◽  
Vol 37 (2) ◽  
pp. 203-214 ◽  
Author(s):  
Rohini Ahluwalia ◽  
Robert E. Burnkrant ◽  
H. Rao Unnava
Keyword(s):  
Case Studies ◽  
Theoretical Framework ◽  
Systematic Investigation ◽  
Negative Information ◽  
Consumer Response ◽  
Response Strategies ◽  
The Third ◽  
Negative Publicity ◽  
Moderating Role

Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process negative information in the marketplace. Commitment of the consumer toward the brand is identified as a moderator of negative information effects. In the third study, the authors use this theoretical framework to derive and test response strategies that companies can use to counter negative publicity for consumers who are high and low in commitment toward the brand.

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