Elaborating the halo effect of SCCT: how and why performance history affects crisis responsibility and organizational reputation

Abstract

This study explored how and why a halo effect occurred during a food-related crisis in South Korea. The research questions were framed using situational crisis communication theory. A qualitative research method involving 16 in-depth interviews revealed that the good performance history of the company involved in the crisis caused people to attribute less responsibility to the organization, as they doubted the alleged cause of the crisis and interpreted the crisis as a one-time mistake. A good performance history reduced threats to the organization because people felt a personal bond with, and trust in, the organization, partly due to its long history of operations and relatively large size.

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