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Percorrer por autor "Stewart, Philip David"

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  • The right words at the wrong time : exploring the role of tone of voice and brand personality in crisis communication
    Publication . Stewart, Philip David; Pestana, Catarina
    Effective crisis communication is critical for brands to maintain their reputation. This thesis investigates the interplay between tone of voice and brand personality in shaping consumer perceptions during crises. Using a 2x3 factorial design, the study evaluates how three tones of voice (corporate, personal, and humor) interact with two brand personalities (competence and excitement) to influence account acceptance, brand trust, and positive word of mouth. The research employs two fictitious brands, Auris (Competent) and VibeWave (Exciting), communicating a manufacturing crisis via email, targeting participants in Germany. The findings reveal significant effects of tone of voice on account acceptance and brand trust, with corporate and personal tones emerging as the most effective. Humor, however, is perceived negatively in this context, highlighting its limited applicability in formal communication channels like email. Furthermore, the results showed that brand personality does not significantly moderate the impact of tone of voice on consumer perceptions. This suggests that brands should prioritize tone over strict alignment with brand personality in crisis communication. The study shows the importance of context and highlights the role of familiarity, as the fictitious brands used in the survey may limit the effectiveness of personal and humor tones of voice. Practical implications include adopting tones of voice according to the crisis situation and tailoring communication strategies to audience expectations and channels. Limitations, such as the use of fictitious brands and difficulties in stimulus manipulation, suggest opportunities for future research to validate these findings across real world brands and other communication channels.
    2025-04-29Dissertação de mestrado Acesso aberto Ver mais