Influence of pre-crisis reputation and COO on diminishing a product-harm crisis
International Journal of Organizational Analysis
ISSN: 1934-8835
Article publication date: 9 January 2020
Issue publication date: 22 April 2020
Abstract
Purpose
This paper aims to report the results of an experiment undertaken to investigate the effect of country of origin (COO) in shielding the company’s image and retaining the trust and supportive behavioural intentions when it faces a crisis and the interactive effect of COO and the company’s pre-crisis reputation in shielding the company’s image.
Design/methodology/approach
A quasi-experimental study was undertaken to test the proposed hypotheses. Specifically, a two (pre-crisis reputation: low versus high) × two (country of origin: Indian versus Non-Indian) between-subjects factorial experimental design is configured and operationalized.
Findings
The results demonstrate that COO of a company fails to protect trust and supportive behaviour on its own, but, in the presence of a high pre-crisis reputation, it shields trust in the company more effectively. However, the interaction of COO and reputation does not induce supportive behaviour for the company during a crisis.
Originality/value
The findings of this research may help organizations to enhance trust/supportive behaviour toward their brand/company using attributes such as COO and pre-crisis reputation of the company.
Keywords
Citation
Kumar, M., Parsad, C., Bamel, U.K., Prashar, S. and Parashar, A. (2020), "Influence of pre-crisis reputation and COO on diminishing a product-harm crisis", International Journal of Organizational Analysis, Vol. 28 No. 4, pp. 857-872. https://doi.org/10.1108/IJOA-08-2019-1852
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited