Assessing crisis spillover risks: The role of perceived severity and corporate response effectiveness in China
Yijing Wang,
Daniel Laufer,
Jia Ding
Abstract:Although the spillover effect of crises represents an emerging area of interest within crisis communication studies, the perspective of consumers on the risk of crisis spillover as a result of corporate misconduct by another company remains underexplored in emerging markets like China. This study aims to fill the void through assessing how the severity of a crisis and the strategic responses by companies influence consumer perceptions of spillover risks from corporate misconduct by another company. A pre‐test … Show more
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