Main content

Responding To Low Severity Crises With Humour: The Effects On Organizational Reputation

Show simple item record

dc.contributor.advisor Mark, Tanya
dc.contributor.author Habib, Miriam
dc.date.accessioned 2019-06-24T18:16:20Z
dc.date.available 2019-06-24T18:16:20Z
dc.date.copyright 2019-06
dc.date.created 2019-06-19
dc.date.issued 2019-06-24
dc.identifier.uri http://hdl.handle.net/10214/16257
dc.description.abstract The objective of this research was to determine whether a humorous crisis response made by an organization, to a low severity crisis, would have a significant effect on the organization’s reputation. This thesis investigated the mediating role of the level of perceived severity (by the consumers) of the crisis on the relationship between a humorous crisis response and organizational reputation. This thesis explored the moderating role of message delivery type on the level of perceived severity of a humorous response. Results demonstrated that there was no significant moderated mediation relationship, but the rational response was found to decrease perceived severity, thereby increasing organizational reputation. These results contribute to various aspects of the crisis management literature, but also provide substantial implications for public relations practitioners and marketing researchers involved in the communications industry. en_US
dc.language.iso en en_US
dc.subject crisis management en_US
dc.subject public relations en_US
dc.subject crisis response en_US
dc.subject crisis en_US
dc.subject marketing research en_US
dc.subject consumer studies en_US
dc.subject market research en_US
dc.title Responding To Low Severity Crises With Humour: The Effects On Organizational Reputation en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.


Files in this item

Files Size Format View Description
Habib_Miriam_201906_MSc.pdf 1.302Mb PDF View/Open Final Thesis Manuscript

This item appears in the following Collection(s)

Show simple item record