Journal of Contingencies and Crisis Management

Skip to Search

Skip to Navigation

Volume 25 Issue 4 (December 2017), Pages 195-403

An Examination of Consumer–Company Identification as a Key Predictor of Consumer Responses in Corporate Crisis (pages 232-243)

Through an experiment, this study examined how varying degrees of consumer–company identification, crisis severity and different crisis response messages (i.e., two‐sided vs. one‐sided) affected consumers’ responses to corporate crisis and the crisis‐affected company. Results suggested that two‐sided response messages were more effective in reducing the attribution of crisis responsibility than one‐sided positive response messages for weak identifiers, while one‐sided positive response messages were more effective than two‐sided response messages for strong identifiers. But this message effect was only found in low but not high severity crisis. Findings of the study indicated that consumer–company identification may serve as one of the key factors in predicting consumer reactions to crisis.

Add This link

Bookmark and Share>