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Managing A Food Health Crisis: Perceptions And Reactions To Different Response Strategies, Yifei Ren

USF Tampa Graduate Theses and Dissertations

Brand crisis could threaten a company with declining public trust and decreased brand reputation (Greyser, 2009). When confronting with a crisis, the organization should respond immediately and properly so that the crisis can be stopped from escalate into a catastrophe (Davies and Walters, 1998). Crisis type can be divided into the victim, the accident or the intentional clusters according to perceived responsibilities the company should shoulder. Based on these factors, the company should select the most appropriate response strategy or a combination of different response strategies to address the crisis situation. In other words, a match between crisis type and …