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Evaluating the Role of Corporate Social Responsibility, Crisis Type, and Image Repair Mechanisms on Crisis Recovery

Mørch, Victoria; Nævra, Martine Lindtun
Master thesis
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2940323.pdf (4.324Mb)
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https://hdl.handle.net/11250/2825453
Utgivelsesdato
2021
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Samlinger
  • Master of Science [1116]
Sammendrag
No company is immune to being faced with a crisis. The crises unfold fast, with

unpredictable outcomes for brand reputation and consumer perception. Having

appropriate crisis response plans in place is therefore crucial for organizations to

ensure its survival after a crisis.

The literature review identifies several topics of interest related to crisis

management and corporate social responsibility (CSR), including the importance

of appropriate response mechanisms after a crisis, CSR in companies’

communication efforts, various types of crises, and relevant image repairing

mechanisms.

Through an online experiment (N=305), participants were exposed to a fictional

company undergoing a crisis, and one of five image repairing mechanisms.

Participants were also assigned to a stimulus that included priming of CSR

behaviors, or the control group that had no mention of CSR activities, resulting in

a total of 10 possible conditions.

The data was tested using paired samples t-test, independent samples t-test, and

one-way ANOVA. The results show that corrective action and evasion of

responsibility are the most effective mechanisms to use as these have a successful

outcome in terms of perception of the company. The study also establishes that

consumers who are exposed to CSR activities will have significantly higher

perception of the company than those that are not exposed to CSR activities, but

that CSR will have little to no effect on perception after a crisis occurs.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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