A Cultural Crisis: The Influence of Response Strategy and Cultural Adaption in Crisis Communication on a Company’s Reputation.
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2025-08-27
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en
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This study investigated response strategies and cultural adaption in crisis communication in the Netherlands.This study asked what the effect was of response strategy and adaption to the masculinity dimension on a company’s reputation after crisis communication for a performance-related crisis. Dutch participants were provided with manipulated responses on masculinity vs femininity as well as an apologetic vs defensive response strategy, and asked to rate how they viewed the company afterwards across three dimensions of reputation, on a 7-point Likert scale. The participants preferred feminine and apologetic texts in all cases. This showed a general preference for apologetic strategies, but also a preference for texts with their own cultural values. However, there was no preference amongst the other conditions. Thus, it shows how important it is for companies in the Netherlands to cater their intercultural crisis communication according to Dutch cultural values, and to have an apologetic strategy. However, when the response strategy is defensive, the cultural adaption is not necessary.
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Faculteit der Letteren