An Experimental Designs For The Impact Of Attributed Organization Crisis Responsibility On Halal Organization Image As Mediated By Crisis Response Strategy

Abstract

In Malaysia, food crises related with Halal issues is becoming an imperative issue among Halal consumer with organizations facing crisis that have been suspected to sell Non-Halal food products. This type of crisis has the potential to damage the organization image. Therefore, the adoption of appropriate crisis response strategy is needed in order to manage this outcome. In crisis communication field, experimental designs start to be adopted by many of researchers thus shift away from using the case studies. This phenomena occur due to the experimental research provides more understanding on the relationship and consequences of the crisis stimuli. Therefore, this research develop an experimental designs that using 3x3 between subjects factorial design, utilizing survey questionnaires as the instrument in order to investigate the crisis response strategies that most successfully accommodate the level of organization crisis responsibility perceived by the halal food consumer that will impact the organization image. In this research crisis response strategy will mediated the relationship between the organization crisis responsibility and organization image.