Exploring effective crisis response strategies

Abstract This study examines effective crisis response strategies using Coombs’ SCCT as a theoretical framework. Results of an experiment show that base responses (instructing and adjusting information) could mitigate reputational decline for a company during a severe, preventable crisis. The sole use of bolstering (reminding) strategy or no response is ineffective because it negatively influences consumers’ trust in the company, attitudes toward the company, perceived corporate reputation, and supportive behavioral intentions.