KRİZ ÖNCESİ VE SONRASI TÜKETİCİ TEPKİLERİNİN KARŞILAŞTIRILMASI: İTİBAR GERÇEKTEN BİR KALKAN GÖREVİ GÖRÜR MÜ?

İyi bir kurumsal itibara sahip olmak kritik bir varlık olarak kabul edilirken, bu maddi olmayan duran varlığın kriz durumlarında bir kalkan görevi görmesi beklenmektedir. İnsan doğası, olayların altında yatan nedenleri ve durumların arkasındaki gerçek sebepleri araştırmayı zorunlu kılar ve bununla birlikte insanların kasıtlı ve kasıtsız eylemler arasında ayrım yaptığı da bilinmektedir. Yüksek itibarlı firmaların itibarlarına uygun hareket etmeleri beklenirken, gerçekte yaşamları boyunca- bir krizin de bu tutarsızlıklardan biri olarak kabul edilebileceği- birçok tutarsız eylem içerisinde yer aldıkları görülebilir. Yapılan bu 2X2 deneysel çalışmada, kurumsal itibar ve kasıtlılık iki düzeyde manipüle edilmiş ve kriz öncesi - sonrası tüketici tepkilerinin karşılaştırmalı bir analizi yapılmıştır. Sonuçlar, itibarın her durumda firmalar için bir kalkan görevi görmeyeceğini ve tüketicilerin şirketin iyi niyetini görmek için diğer faktörleri göz önünde bulundurabileceğini ortaya koymuştur

A COMPARISON BETWEEN PRE AND POST-CRISIS CONSUMER RESPONSES: DOES REPUTATION REALLY ACT AS A SHIELD?

A good corporate reputation is not only a critical intangible asset but is also stands out asa shield during crises. Humans have a natural tendency to question the underlying causesof events and real reasons behind the situations, and they also differentiate between intentional and unintentional actions. We would expect high reputation companies to engagein activities compatible with their reputation; however, this is not always the case as theymight partake in some incompatible actions. A crisis poses an example of such unfavorable actions that are likely to haunt high reputation companies. In this 2X2 experimentalstudy, a comparative analysis of pre and post-crisis consumer reactions was conducted,where reputation and intentionality of the company were manipulated at two levels. Theresults revealed that reputation might not act as a shield in every situation, and consumersmay consider other factors to see the goodwill of the company

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