Abstract

This study looked at the effectiveness of William Benoit's image restoration strategies by using a post-test only experiment which featured four treatments. It compared consumers' feelings following responses made by a company after an image threat. Each response consisted of a combination of image restoration strategies, and while not all of Benoit's strategies were tested, the ones which seemed to be most commonly used were chosen. The present study showed two strategies, mortification and corrective action, were more effective than others tested. In addition, there were outside factors, such as perceived sincerity, which also had a role in the effectiveness of the restoration attempts.

Library of Congress Subject Headings

Corporate image--Management--Research; COrporate image--Management--Public opinion

Publication Date

2-5-2014

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Grant Cos

Advisor/Committee Member

Tracy R. Worrell

Advisor/Committee Member

Andre Bailey

Comments

Physical copy available from RIT's Wallace Library at HD59.2 .B56 2014

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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