기업평판에 따른 기업위기 대응전략에 관한 연구 = The Effects of Coping Strategy of Corporate Crisis in Corporate Reputation

국문 초록 (Abstract)

본 연구는 Kim et al.(2004)과 Ferrin et al.(2007), 그리고 Sung et al.(2013)의 연구에 기반을 하여, 기업평판에 따라 능력 위기와 정직성 위기에 대한 대응전략의 효과를 고찰하였다. 분석결과, 우선 위기유형이 기업태도에 미치는 영향에 있어서, 기업역량과 관련된 능력 위기는 기업의 윤리·도덕성과 관련된 정직성 위기보다 기업태도에 더 긍정적인 것으로 나타났다. 그리고 위기 상황에서 대응전략이 기업태도에 미치는 영향에 있어서, 사과전략이 침묵전략과 부인전략보다 더 효과적인 것으로 나타났다. 게다가 본 연구에서는 위기유형, 대응전략, 기업평판 간 상호작용효과를 살펴보았으며, 분석결과 위기유형과 대응전략 간에 기업태도에 통계적으로 유의미한 영향이 있는 것으로 나타났다. 구체적으로 위기유형에 관계없이 사과하는 것이 가장 바람직한 전략으로 나타났다.

다국어 초록 (Multilingual Abstract)

The current study expands on the research of Ferrin et al.(2007) and Sung et al.(2013) by examining how companies repair corporate attitude after crisis. In Experiment findings, statistically insignificant result is a three-way interaction effect on corporate reputations, crisis types and response strategies, regardless of the type of crisis apology strategy was the most effective strategy. In other words, It can be seen that the severity issues on corporate behavior than the issue of trust.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 실험
• Ⅳ. 결론
• 참고문헌

참고문헌 (Reference)

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2 전성률, "브랜드 위기 상황에서 책임규명 정보의 주체가 소비자의 브랜드 태도 변화에 미치는 영향" 한국마케팅학회 24 (24): 81-108, 2009

3 이종만, "기업의 사회적 책임활동 지각이 기업평가에 미치는 영향 : 기업규모에따른 차이를 중심으로" 한국지역발전학회 13 (13): 232-258, 2013

4 유재미, "개별브랜드 간 위기정보의 파급효과 : 주요브랜드 위기정보와 일반브랜드 위기정보가 상대브랜드 평가에 미치는 영향 비교" 한국마케팅학회 26 (26): 1-22, 2011

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