The effect of product-harm crisis situations on firms� spokesperson strategies: : Evidence from China's emerging market economy

• Autores: Xiaoyu Wang, Zhiliang Wang
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 40, Nº. 1, 2014, págs. 110-112
• Idioma: inglés
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• Resumen

  • The purpose of this paper is to examine the influence product-harm crisis situations have on, a firm's spokesperson strategies in China's emerging market economy. Through the content analysis of, 127 product-harm crises, crisis type is found to be a predictor of spokesperson strategies. Compared, with Chinese brands, foreign brands are less likely to employ top-executive spokesperson strategies, during product-harm crises. Crisis severity was found to have no impact on the adoption of, spokesperson strategies.