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Unternehmen in der Krise. Wirkung einer Entschuldigung in einer vermeidbaren Krisensituation: Ein Vergleich der Krisenkommunikationsstrategie Apology mit äquivalenten Strategien

Unternehmen in der Krise. Wirkung einer Entschuldigung in einer vermeidbaren Krisensituation: Ein Vergleich der Krisenkommunikationsstrategie Apology mit äquivalenten Strategien

          
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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Johannes Gutenberg-Universität Mainz (Institut für Publizistik), Sprache: Deutsch, Abstract: Die Forschung im Themenfeld der Post-crisis Communication hat damit begonnen, die Wahrnehmung von Krisenkommunikationsstrategien mit Hilfe von experimentellen Methoden zu testen. Dies ermöglicht eine Beurteilung darüber, wie die Probanden die gewählten Kommunikationsstrategien wahrnehmen. Die möglichen unterschiedlichen Effekte verschiedener Strategien in derselben Krise zu untersuchen, gilt als ein wichtiger Bereich mit großem Wachstumspotenzial in der Krisenkommunikationsforschung. Unter den etablierten Strategien sticht die Apology als favorisierte Strategie hervor. Coombs und Holladay konnten in ihrer Untersuchung aus dem Jahr 2008 zeigen, dass im Falle einer Unfallkrise eine Apology Strategie die gleichen Effekte auf die Reputation nach der Krise, die Emotionen in der Krise und die Akzeptanz der Krisenreaktion erzielt, wie die Strategien Compensation und Sympathy. Sie kann somit nicht als beste Strategie in dieser Situation angesehen werden. Der untersuchte Krisentyp ruft jedoch wenige Emotionen und eine moderate Intensität des Ärgers bei der Öffentlichkeit und den Betroffenen hervor. Dies führt zu einer klaren Limitation der Studie in ihrer Aussagekraft zur Rolle einer Entschuldigung. Diese Limitation soll in der vorliegenden Untersuchung behoben werden. Mit Hilfe eines 4x1 Designs werden die Strategien Apology, Compensation, Sympathy und Information only in einer vermeidbaren Krisensituation mit Hilfe eines experimentellen Designs untersucht. Die Analyse der Ergebnisse zeigt, dass eine Entschuldigung in der konzipierten vermeidbaren Krisensituation in allen Einflussbereichen tendenziell bessere Ergebnisse erzielt. Sie verbessert den Reputationswert nach der Krise, dämmt die Intensität des Ärgers ein und sorgt für eine bessere Akzeptanz der Krisenreaktion. Die Ten


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Product Details
  • ISBN-13: 9783668723245
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 112
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3668723249
  • Publisher Date: 07 Jun 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Ein Vergleich der Krisenkommunikationsstrategie Apology mit äquivalenten Strategien
  • Width: 148 mm


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Unternehmen in der Krise. Wirkung einer Entschuldigung in einer vermeidbaren Krisensituation: Ein Vergleich der Krisenkommunikationsstrategie Apology mit äquivalenten Strategien
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Unternehmen in der Krise. Wirkung einer Entschuldigung in einer vermeidbaren Krisensituation: Ein Vergleich der Krisenkommunikationsstrategie Apology mit äquivalenten Strategien
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