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Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy

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  • Crijns, Hannelore
  • Claeys, An-Sofie
  • Cauberghe, Veroline
  • Hudders, Liselot

Abstract

This study examined the relative importance of verbal and visual cues in organizational crisis communication, focusing on the importance of gender similarity between an organizational spokesperson and stakeholders and the moderating role of the crisis response strategy used. The findings indicate that gender similarity is beneficial for organizational reputation because it enhances stakeholders' empathy toward the spokesperson. However, this effect is only found when the spokesperson uses an appropriate crisis response strategy based on the guidelines of situational crisis communication theory. More specifically, when a spokesperson offers a rebuild strategy in the context of a preventable crisis, gender similarity results in more empathy toward the spokesperson and, subsequently, in improved organizational reputation. However, the effect of gender similarity on organizational reputation through empathy toward the spokesperson was not found when a deny strategy was used.

Suggested Citation

  • Crijns, Hannelore & Claeys, An-Sofie & Cauberghe, Veroline & Hudders, Liselot, 2017. "Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy," Journal of Business Research, Elsevier, vol. 79(C), pages 143-151.
  • Handle: RePEc:eee:jbrese:v:79:y:2017:i:c:p:143-151
    DOI: 10.1016/j.jbusres.2017.06.010
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    References listed on IDEAS

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    Cited by:

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    6. Chiara Mio & Marco Fasan & Carlo Marcon & Silvia Panfilo, 2022. "Exploring Corporate Crisis Communication after COVID-19: The Role of Enterprise Risk Management in (Re)Building Trust," Working Papers 05, Venice School of Management - Department of Management, Università Ca' Foscari Venezia.
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    9. Schoofs, Lieze & Claeys, An-Sofie, 2021. "Communicating sadness: The impact of emotional crisis communication on the organizational post-crisis reputation," Journal of Business Research, Elsevier, vol. 130(C), pages 271-282.

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