Iveson, A, Hultman, M, Davvetas, V orcid.org/0000-0002-8905-7390 et al. (1 more author) (2023) Less speed more haste: the effect of crisis response speed and information strategy on the consumer-brand relationship. Psychology and Marketing, 40 (2). pp. 391-407. ISSN 0742-6046
Abstract
This paper investigates the relationship between firm crisis behavior and the resulting consumer–brand relationship (CBR) response. Drawing from theoretical traditions in brand transgressions, service failure, and crisis communications, we use longitudinal survey data combined with archival social media data to empirically test the effect of crisis response speed and crisis information strategy on the short-term consumer crisis response evaluations (1 month after crisis response), and the long-term CBR (1 year after crisis response). Results show that, contrary to intuitive expectations, a faster firm response is not always better, as a slower response was found to result in higher crisis response evaluations. We also show that this effect depends on the consistency of the communication strategy with the first active response. Specifically, when a firm prioritizes safety information (instructing strategy), a faster response is better. Whereas, when the firm prioritizes well-being information (adjusting strategy), a slower response is better. We argue the counterintuitive finding that a slower response is better implies that reacting too quickly may signal rashness and unpreparedness to the customer, leading to more negative evaluations. We term this distinction the difference between being responsive (fast but considered) and reactive (faster but rash).
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022 Wiley Periodicals LLC. This is the peer reviewed version of the following article: Iveson, A., Hultman, M., Davvetas, V., & Oghazi, P. (2023). Less speed more haste: The effect of crisis response speed and information strategy on the consumer−brand relationship. Psychology & Marketing, 40, 391– 407. , which has been published in final form at https://doi.org/10.1002/mar.21726. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited. |
Keywords: | consumer−brand relationship, crisis communication, crisis response strategies, crisis speed, message framing |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 14 Sep 2022 18:05 |
Last Modified: | 20 Sep 2024 00:13 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/mar.21726 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:190773 |