​Journal of International Management
Volume 24, Issue 3, September 2018, Pages 215-221
 

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Laufer, D.(a), Garrett, T.C.(b), Ning, B.(a)
a School of Marketing and International Business, Victoria University of Wellington, PO Box 600, Wellington, 6140, New Zealand
b Korea University Business School, Korea University, Anam-Dong, Seongbuk-Gu, Seoul, 02841, South Korea






Abstract
During a crisis the corporate message is not the only issue facing the company. The role of the spokesperson is an under-researched area which is examined in this paper. In studies conducted in South Korea and China we examine the reaction of consumers to the CEO as a spokesperson during a product harm crisis. We find in both countries that consumer responses to the CEO was contingent on the consumers’ level of power distance. When consumers had high levels of power distance they had higher future purchase intentions when compared with consumers who had low levels of power distance when the CEO was the spokesperson during the crisis. In addition, in a study conducted in South Korea we find that higher levels of power distance generate increased levels of brand trust when the CEO is the spokesperson, which in turn increases future purchase intentions. Our studies have important theoretical and managerial implications which are discussed in the paper. © 2017



Keywords
CEO;
Crisis communication;
Management;
Power distance;