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The Effect of Identification Framing as Crisis Response Strategy

위기대응 전략으로서 정체성 프레이밍 효과

  • Received : 2017.12.20
  • Accepted : 2018.01.19
  • Published : 2018.01.28

Abstract

The current study challenges to suggest an umbrella strategy applied to different type of crisis, which is different from normative principle in crisis communication. The umbrella or comprehensive strategy in this study is identification framing. Identification framing is strategic message for organizational identification, which is close to social identification. The current study employed experimental design manipulating crisis types, crisis response types, and identification framing. The crisis types were internal versus external crisis, crisis responses were denial versus apology, and using identification framing $2{\times}2{\times}2$ factorial design were used. Two hundreds forty students participated in the experiment. The result showed the significant effectiveness of identification framing in different crisis types and crisis responses.

Keywords

Identification Framing;Crisis Communication;Crisis Response Strategy;Crisis Type

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Acknowledgement

Supported by : 한국연구재단