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| Destruction or Rebirth:Communication Strategy and Consumer Trust Reconstruction in an Industry-Wide Crisis |
| WANG Xuefang，ZHANG Hongxia |
| Peking University, Beijing, China |
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Abstract This research investigates a representative industry-wide crisis in recent years with the method of case analysis. Comprehensive comparative analyses are conducted with four major involved brands’ crisis communication strategies (Study 1) and four major brands’ advertising strategies after the crisis (Study 2).Combined with the results of financial data and brand trust surveys, a “corporate communication strategy and consumer trust reconstruction system model in industry-wide crisis” is proposed. The results show that enterprises should actively respond, when an industry-wide crisis occurs, to avoid becoming the industry’s “scapegoat”. After the crisis, they should take a series of communication strategies to repair the brand image, and pay attention to both rational and emotional advertising appeals to communicate in all directions. During the crisis communication, besides emphasizing the core value, enterprises should highlight their own advantages to facilitate the rebuilding and maintaining of consumer’s brand trust.
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Received: 12 May 2016
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