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Effects Of Organisational Response Against Negative Event On Consumer Brand Association

Author

Listed:
  • Dr. I. Yalim OZDINC

    (Faculty of Business and Information Technology at Whitireia New Zealand, Auckland)

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 show evidence that the no-reaction case has a significant abating effect on CBA; even far south of the case of negative event occurrence itself. The corrective-action case; on the other hand, seems to benefit the service company encountering negative event, the most. Yet, a corrective response does not fully retrieve the once-damaged CBA.

Suggested Citation

  • Dr. I. Yalim OZDINC, . "Effects Of Organisational Response Against Negative Event On Consumer Brand Association," Global Journal of Strategies, Governance & Applied Economics, Global Journal of Strategies, Governance & Applied Economics, vol. 3(1), pages 98-106.
    • Handle: RePEc:sgv:gjsg01:v:3:i:1:p:98-106
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