Communication to protect brand image during a terrorism crisis: Application of situational crisis communication theory

Abstract

AbstractWe examined the impact of attributed responsibility and crisis communication for a terrorism crisis on brand image. This crisis scenario involved the loss of life. Using an experimental design methodology and based on the response of 209 respondents, we find that brand image, as expected decreases post‐terrorism. Various types of communication responses were ranked as appropriate and assessed as to impact on the brand. We found that during an event involving the loss of life, the public wanted the brand to apologize and compensate for the grief and loss, irrespective of attribution. The least appropriate communication strategies were justification and excuse and inappropriate communication decreased brand image more than after the attack. This could be because there was insufficient information at that moment to prove guilt or innocence, and the public wanted some form of retribution, perhaps as a method of dealing with the shock and grief. The communications perceived as more appropriate, for example, apology and compensation, were shown to increase the brand image to a higher level immediately after the attack than before the attack. This paper adds to our knowledge of situational crisis communication theory and extends the theory on definition of terrorism, complation of communication strategies, and on suggests how to prevent brand image loss or brand burn during a terrorism crisis.