Advertising Strategy and Effectiveness towards company
Advertising Strategy and Effectiveness towards company Abstract Product liability crises, which are defined as crises caused by false or malicious rum ours spread by consumers or competing firms, can also pose significant challenges to firms. In contrast to typical product-harm crises, defamation product-harm crises often reveal the truth only after the victim firm has suffered substantial damage. Consequently, the crisis management strategies in these two situations may be different from one another. Discussion of these issues is part of the paper's purpose. This paper examines how two competing firms changed their advertising strategies in response to a product-harm crisis, and how those changes affected consumers' online search behavior about the two firms. As a result of these analyses, it was determined that the offending firm reacted sensitively after the crisis to both its own and the victim firm's advertising levels, but that the victim firm did not react as sensi...