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Den tunna linjen mellan kärlek och hat - En kvantitativ studie av hur relationen mellan varumärke och konsument påverkar responsstrategier i kristid

Giver, Oscar LU and Wikermark, Erik (2024) SKOK11 20241
Department of Strategic Communication
Abstract
This study is primarily rooted in the field of crisis communication. Additionally, it employs the relational concept of CBI (which originates from the field of branding) to investigate whether deep relationships with customers influence the effectiveness of response strategies during a crisis. Furthermore, the study uses a real event—ICA and their record-breaking loss of trust in 2023—to contextualize and complement previous research, which has primarily been based on fictional cases. The material was collected through a web experiment with a between-groups design. The experiment mainly investigated the effect of the response strategy scapegoating (as defined by SCCT) on trust, as well as how CBI moderates this effect. Additionally, the... (More)
This study is primarily rooted in the field of crisis communication. Additionally, it employs the relational concept of CBI (which originates from the field of branding) to investigate whether deep relationships with customers influence the effectiveness of response strategies during a crisis. Furthermore, the study uses a real event—ICA and their record-breaking loss of trust in 2023—to contextualize and complement previous research, which has primarily been based on fictional cases. The material was collected through a web experiment with a between-groups design. The experiment mainly investigated the effect of the response strategy scapegoating (as defined by SCCT) on trust, as well as how CBI moderates this effect. Additionally, the experiment examined whether trust has a significant effect on purchase intention. The results showed a significant link between scapegoating and an increased negative effect on trust when customers exhibit a high level of CBI. Lastly, the results also demonstrated that the selected dimensions of trust had a significant effect on purchase intention. (Less)
Abstract (Swedish)
Studien har sin huvudsakliga grund inom kriskommunikationsfältet. Därtill används det relationella konceptet CBI (sprunget ur varumärkesdisciplinen) för att undersöka huruvida djupa kundrelationer kan sägas påverka organisationer och effektiviteten av responsstrategier i kristid. Vidare använder studien en verklig händelse, ICA och deras rekordstora förtroendetapp 2023, för att kontextualisera och komplettera tidigare forskning som främst tagit avstamp i fiktiva fall. Materialet samlades in via ett webbexperiment med mellangruppsdesign. Experimentet undersökte i huvudsak vilken effekt responsstrategin förnekelse & projicering (definierat enligt SCCT) har på förtroende men även hur CBI modererar denna effekt. Vidare undersöker experimentet... (More)
Studien har sin huvudsakliga grund inom kriskommunikationsfältet. Därtill används det relationella konceptet CBI (sprunget ur varumärkesdisciplinen) för att undersöka huruvida djupa kundrelationer kan sägas påverka organisationer och effektiviteten av responsstrategier i kristid. Vidare använder studien en verklig händelse, ICA och deras rekordstora förtroendetapp 2023, för att kontextualisera och komplettera tidigare forskning som främst tagit avstamp i fiktiva fall. Materialet samlades in via ett webbexperiment med mellangruppsdesign. Experimentet undersökte i huvudsak vilken effekt responsstrategin förnekelse & projicering (definierat enligt SCCT) har på förtroende men även hur CBI modererar denna effekt. Vidare undersöker experimentet om förtroende kan sägas ha en signifikant effekt på köpintention. Resultatet visade en signifikant förklaringskraft mellan förnekelse & projicering och en stark negativ effekt på förtroende när kunder visar en hög nivå av CBI. Slutligen kunde resultatet även visa att studiens utvalda dimensioner av förtroende har en signifikant effekt på köpintention. (Less)
Please use this url to cite or link to this publication:
author
Giver, Oscar LU and Wikermark, Erik
supervisor
organization
course
SKOK11 20241
year
type
M2 - Bachelor Degree
subject
keywords
Consumer-brand identification (CBI), kriskommunikation, relationer, responsstrategier, modererad regression, interaktionseffekt.
language
Swedish
id
9154631
date added to LUP
2024-06-19 14:25:51
date last changed
2024-06-19 14:25:51
@misc{9154631,
  abstract     = {{This study is primarily rooted in the field of crisis communication. Additionally, it employs the relational concept of CBI (which originates from the field of branding) to investigate whether deep relationships with customers influence the effectiveness of response strategies during a crisis. Furthermore, the study uses a real event—ICA and their record-breaking loss of trust in 2023—to contextualize and complement previous research, which has primarily been based on fictional cases. The material was collected through a web experiment with a between-groups design. The experiment mainly investigated the effect of the response strategy scapegoating (as defined by SCCT) on trust, as well as how CBI moderates this effect. Additionally, the experiment examined whether trust has a significant effect on purchase intention. The results showed a significant link between scapegoating and an increased negative effect on trust when customers exhibit a high level of CBI. Lastly, the results also demonstrated that the selected dimensions of trust had a significant effect on purchase intention.}},
  author       = {{Giver, Oscar and Wikermark, Erik}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Den tunna linjen mellan kärlek och hat - En kvantitativ studie av hur relationen mellan varumärke och konsument påverkar responsstrategier i kristid}},
  year         = {{2024}},
}