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| Author: | Laer, T. van Ruyter, K. de |
| Title: | In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts |
| Journal: | International Journal of Research in Marketing
2010 : JUN, VOL. 27:2, p. 164-174 |
| Index terms: | attitudes cognition consumer behaviour market orientation marketing strategy customer relationship management (CRM) electronic commerce organizational behaviour transport |
| Language: | eng |
| Abstract: | The study proposes that not only what but also how the company responds, contributes to an effective restoration of integrity and a reduction of consumers' intentions to switch. It is shown e.g. that the combination of denial content and analytical format as well as apologetic content and narrative format works better than combinations of opposing response content and format. The concept of transportation is the mechanism underlying narrative-based integrity restoration. |
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