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Brand trust and avoidance following brand crisis : a quasi-experiment on the effect of franchisor statements

Shin, Hyunju, Casidy, Riza, Yoon, Alyssa and Yoon, So-Hyang 2016, Brand trust and avoidance following brand crisis : a quasi-experiment on the effect of franchisor statements, Journal of brand management, vol. 23, no. 5, pp. 1-23, doi: 10.1057/s41262-016-0011-7.

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Title Brand trust and avoidance following brand crisis : a quasi-experiment on the effect of franchisor statements
Author(s) Shin, Hyunju
Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Yoon, Alyssa
Yoon, So-Hyang
Journal name Journal of brand management
Volume number 23
Issue number 5
Start page 1
End page 23
Total pages 23
Publisher Palgrave Macmillan
Place of publication London, Eng.
Publication date 2016-09
ISSN 1479-1803
Keyword(s) franchise brand
franchising
brand crisis
crisis response
crisis severity
spillover effect
Summary Although franchising has become an important growth strategy in severalindustries over the last few decades, there are few empirical studies about the effects of franchisor communication strategy on customer responses in the context of franchise brand crisis. Two quasi-experimental studies were conducted to test the effect ofa franchisor ownership separation statement on brand trust and brand avoidance following a brand crisis situation. Results show that a franchisor’s explicit communication of the franchise brand’s individual ownership business structure is useful in preventing further negative spillover effect throughout the franchised chain when thebrand crisis occurs at a single franchise location. The authors also investigate the mechanism through which such communication influences customer behavior and the moderating effect of the brand crisis severity in affecting brand evaluation. These results offer guidance to franchise brand managers by providing insight into how to overcome a franchise brand crisis and by suggesting franchise context-specific managerial recommendations
Language eng
DOI 10.1057/s41262-016-0011-7
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
1505 Marketing
1503 Business And Management
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Macmillan Publishers
Free to Read? No
Free to Read Start Date 2017-10-01
Persistent URL http://hdl.handle.net/10536/DRO/DU:30085685

Document type: Journal Article
Collection: Department of Marketing
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