The Relationship Between Brand Personality and Crisis Strategies For Organizational Reputation

Jiyoon Karen Han, University of Texas at Austin, USA
Dong Hoo Kim, University of Texas at Austin, USA
Yoon-Hi Sung, University of Texas at Austin, USA
The purpose of this study is to examine the role of brand personality in crisis communication. This research explores the major company crisis of 2010, 2011 and 2012, by comparing sincere and exciting brand personality companies with their crisis strategies.
[ to cite ]:
Jiyoon Karen Han, Dong Hoo Kim, and Yoon-Hi Sung (2013) ,"The Relationship Between Brand Personality and Crisis Strategies For Organizational Reputation ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.