|کد مقاله||کد نشریه||سال انتشار||مقاله انگلیسی||ترجمه فارسی||نسخه تمام متن|
|139054||162479||2015||8 صفحه PDF||سفارش دهید||دانلود رایگان|
• An experiment examines the impact of prior reputation during organizational crises.
• Organizations with a favorable pre-crisis reputation suffer less reputation loss.
• Responsibility mediates the impact of prior reputation on reputation loss.
• A favorable pre-crisis reputation minimizes damage from succeeding external attacks.
This study investigates the degree to which a favorable (vs. an unfavorable) pre-crisis reputation shields organizations from reputational loss due to crises. The results indicate that organizations with a favorable pre-crisis reputation suffer less reputational loss from a crisis than organizations with an unfavorable pre-crisis reputation. The explanation for this effect is that consumers are reluctant to change their initial attitude toward an organization and therefore attribute less responsibility for a crisis to organizations with a favorable pre-crisis reputation. Finally, the findings show that the positive impact of a favorable pre-crisis reputation not only protects organizations against the harms of a crisis event, but against subsequent negative publicity and external allegations as well.
Journal: Public Relations Review - Volume 41, Issue 1, March 2015, Pages 64–71