How to Protect Brand Relationship Quality in Corporate Crisis by Appropriate Communication Strategy?-Moderating Effect of Consumer Psychological Contract

摘要：

Many factors affect brand relationship quality in corporate crisis, crisis communication strategy (CCS) for example. Different communication strategies may generate different impacts on consumers. However we cant ignore other factors that influence communication effects, such as consumer types. This paper uses consumer psychological contract (CPC) to distinguish the types of consumers and brand relationship quality (BRQ) to quantify crisis communication effects. We conducted a scenario-based experiment using beverage as stimulus and divided crisis communication strategies into three: apology, defense and compensation. The result showed that compensation is a better crisis communication strategy when consumer psychological contract is transactional; Communication strategies make no difference when consumer psychological contract is relational. CPC is identified as a moderator between the CCS and BRQ.

关键词： Corporate Crisis Corporate Crisis Communication Strategy Brand Relational Quality Consumer Psychological Contract

作者: ZHANG Jing WEI Hai-ying

作者单位: Management School, Jinan University, P.R.China, 510632 International Business School, Jinan University, P.R.China, 510632

会议类型: 国际会议

会议名称: 2011 China Located International Conference on Information Systems for Crisis Response and Management(第五届危机响应与管理信息系统中国区国际大会 ISCRAM-China 2011)

会议地点: 哈尔滨

会议语种:英文

页码: 113-117

在线出版日期: 2011-11-24（万方平台首次上网日期，不代表论文的发表时间）