Effects of apologies and crisis responsibility on corporate and spokesperson reputation |
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Authors: | Joost W.M. Verhoeven Joris J. Van Hoof Han Ter Keurs Mark Van Vuuren |
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Affiliation: | 1. Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands;2. Faculty of Behavioural Sciences, University of Twente, Enschede, The Netherlands |
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Abstract: | This study is aimed at the effects of making apologies in a crisis situation and attributed crisis responsibility on corporate- and spokesperson reputation. In a 2 × 2 scenario experiment (spokesperson making apologies versus no apologies; and accidental versus preventable crisis), 84 respondents judged corporate and spokesperson reputation. We found that the crisis has more impact on corporate reputation than on the spokesperson's reputation. This indicates that the crisis is seen as a collective responsibility of the organization, rather than the personal responsibility of the spokesperson. |
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Keywords: | Crisis response strategy Corporate communication Spokesperson Trust Reputation |
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