volume 35, issue 1, P222-236 2019
DOI: 10.17576/jkmjc-2019-3501-15
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Abstract: Situational crisis communication theory (SCCT) is applied in this research to evaluate Air Asia crisis responses. The research tests whether crisis responses are consistent with the SCCT premise related to situation when a crisis has more than one cluster. SCCT argues that in this case, organisation's crisis response strategy is adjusted according to the crisis clusters. The crisis manager can use a defensive strategy for victim cluster and an accommodative strategy when the company has intentional cluster. Fr…

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