The effect of product-harm crisis situations on firms’ spokesperson strategies: Evidence from China's emerging market economy |
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| Authors: | Xiaoyu Wang Zhiliang Wang |
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| Affiliation: | 1. Marketing Research Center, Shanghai University of Finance and Economics, Shanghai, China;2. School of Management, Shanghai University, Shanghai, China |
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| Abstract: | The purpose of this paper is to examine the influence product-harm crisis situations have on, a firm's spokesperson strategies in China's emerging market economy. Through the content analysis of, 127 product-harm crises, crisis type is found to be a predictor of spokesperson strategies. Compared, with Chinese brands, foreign brands are less likely to employ top-executive spokesperson strategies, during product-harm crises. Crisis severity was found to have no impact on the adoption of, spokesperson strategies. |
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| Keywords: | Product-harm crisis Crisis situation Spokesperson strategy Crisis response strategy |
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