NDLI: A Brand Crisis Prevention Model Guided by the Interaction Orientation

Content Provider	IEEE Xplore Digital Library
Author	Wei Haiying Yang Guoliang
Copyright Year	2012
Abstract	How to prevent brand crisis in present interactive environment? From a social psychological perspective, this paper argues that firms should consider how to launch the dialogue and interaction with customers at a strategic level, for enhancing their brand trust, mobilizing the masses of customers to participate in crisis-prevention works. Therefore, this paper introduces an important concept: interaction orientation, which is different from the customer orientation, and constructs the model of "interaction orientation ¡ú interaction quality ¡ú brand trust ¡ú crisis perception". Empirical studies have found that interaction orientation help firms improve interaction qualities. By training the employees' expertise and problem-solving abilities, firms can increase the customers' brand trust, which can prevent the spreading of the crisis incentives and reduce the crisis' negative impacts.
Starting Page	57
Ending Page	62
File Size	171452
Page Count	6
File Format	PDF
ISBN	9781467319928
DOI	10.1109/IJCSS.2012.23
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2012-05-24
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Context Interaction orientation Brand trust Psychology Interaction quality Crisis expectation Brand crisis Educational institutions Problem-solving Reliability Mathematical model Business
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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