Purpose:The purpose of this paper is to extend the understanding of stakeholders’ corporate reputation regarding a brand’s crisis communication. Research Questions: How are stakeholders’ cognitive reputation affected after exposure of the crisis communication and the generated eWOM? How are stakeholders’ affective reputation affected after exposure of the crisis communication and the generated eWOM? Methodology:The research was of qualitative nature and had an explorative approach. The collection of data was done by semi-structured interviews based on a convenience sample of six respondents. Findings:The results of this study indicated that the crisis communication had a higher impact on the respondents’ corporate reputation than the eWOM had. The generated eWOM worked as an influential factor of the corporate reputation rather than the dominant factor in connection to corporate reputation. The crisis communication is proposed to be a dominant factor affecting one’s corporate reputation of a brand, even though one’s corporate reputation of a brand previous to the crisis lays the foundation for how one is affected. Research limitations:Since this study applied the crisis communication of two fashion-retailer brands, there was a limitation by aiming the focus towards the fashion industry. Previous corporate reputation towards these two specific brands may also have affected the results.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-77605 |
| Date | January 2018 |
| Creators | Pauldén, Therése, Nilsson, Karolina |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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