Publication Type

Journal Article

Version

acceptedVersion

Publication Date

1-2017

Abstract

Apology has been found to be the most effective strategy in times of crises. However, there is a dearth of research on the kinds of apology used and how primary stakeholders, in particular consumers, received them. This study aims to examine consumer responses to the types of apologies offered post crises against the levels of attribution of responsibility. We also assess the potential mediating role of ethical concerns by developing the Perception-Behavioral Model of Crisis Response. An experiment was conducted to ascertain consumers’ impression of the organization post-apology. The results showed that the attribution of crisis responsibility significantly influences complaining, withholding and negative word-of-mouth behaviors. However, a very high degree of apology issued by the organization does not necessarily translate to reduced negative responses from consumers in light of the large attribution of responsibility. Finally, the Perception-Behavioral Model of Crisis Response suggests that ethical concerns can mediate negative behavioral intentions from consumers.

Keywords

Advertising/public relations, Strategic communication, Experiment, Singapore, Others

Discipline

Organizational Behavior and Theory | Organizational Communication

Research Areas

Corporate Communication

Publication

Asian Journal of Communication

Volume

27

Issue

1

First Page

49

Last Page

64

ISSN

0129-2986

Identifier

10.1080/01292986.2016.1247462

Publisher

Taylor & Francis (Routledge): SSH Titles

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1080/01292986.2016.1247462

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