|
a Dr. I.Yalim OZDINC
AN EXPERT OPINION :
AN EXPERT OPINION : EFFECTS OF ORGANISATIONAL RESPONSE AGAINST NEGATIVE EVENT ON CONSUMER BRAND ASSOCIATION
ABSTRACT
Study examines the influences of various organisational response cases against a negative event on consumer brand associations (CBA). Intensity of, and the differences between CBA with the flag carrier in commercial airline industry in a Mediterranean country are measured aperiodically over a seven month period for four real-case situations. Findings, on a 9-point scale (1 = low, 9 = high), show evidence that the no-reaction case has a significant abating effect on CBA (Mno reaction = 4.64); even far south of the case of negative event occurrence itself (Mnegative event = 7.04). The corrective-action case; on the other hand, seems to benefit the service company encountering negative event, the most (Mcorrective action = 6.38). Yet, a corrective response does not fully retrieve the once-damaged CBA (Mexisting = 7.47).
Keywords: Negative Event, Organizational Behaviuor, Organizational Communication, Brand Association, Consumer Behaviour.
|
