Abstract
In this study we examine corporate image by identifying how image congruency might exert an impact on a public's beliefs, attitudes, and behavioral intentions toward an organization in a time of crisis for that organization. An experiment was conducted to test the research questions, and the results of the study revealed that a corporation that presented image congruency with a public's expectations could maintain public approval when there was no crisis. In the event of a crisis, however, image congruency might also protect the company via an indirect route. Given image congruency, a public's behavioral intentions toward the corporation seemed to remain consistent regardless of situational changes.
Notes
∗p = .01 level (two-tailed).
∗∗p < .05.