Crisis communication and image repair from a cultural aspect : a case study of King Car's image repair program in Taiwan

Cardinal Scholar

Show simple item record

dc.contributor.advisor Supa, Dustin W. Chiang, Yun-en G. en_US
dc.coverage.spatial a-ch--- en_US 2011-06-09T15:32:41Z 2011-06-09T15:32:41Z 2009 en_US 2009
dc.description.abstract King Car, one of the leading food and beverage companies in Taiwan, suffered from a melamine scandal and conducted a successful image repair program in 2008. Through a case study, this study was trying to figure out: (1) Can a well-established western theory, the image repair model, be useful in an eastern culture, particularly Taiwan? (2) What strategies, if any, worked in the King Car melamine contamination case in responding to this crisis? (3) How did those strategies, employed by King Car, work to diffuse the crisis situation? And (4) What, if any, strategies must be given special attention in image repair in eastern cultures, particularly Taiwan? The content analysis results of 45 local news reports discussing King Car’s image repair program showed seven image repair strategies (corrective action, bolstering, shift the blame, mortification, defeasibility, minimization, and good intentions) were used. These strategies were useful and worked in Taiwan without significant difference from the western culture in corrective action, defeasibility, minimization, and good intentions strategies. However, with the soft appeal, humbleness, and sympathy preferences of Taiwanese culture, mortification is recommended to use unless there is no relationship between the person or the organization and the mistake; bolstering and shift the blame are suggested used in different strength levels for different timings.
dc.description.sponsorship Department of Journalism
dc.format.extent 80 p. : digital, PDF file. en_US
dc.source CardinalScholar 1.0 en_US
dc.subject.lcsh Food contamination -- Taiwan -- Case studies. en_US
dc.subject.lcsh Communication in crisis management -- Taiwan -- Case studies.
dc.subject.other King Car Group -- Public relations -- Case studies. en_US
dc.title Crisis communication and image repair from a cultural aspect : a case study of King Car's image repair program in Taiwan en_US
dc.type Research paper (M.A.), 3 hrs. en_US Thesis (M.A.) en_US
dc.identifier.cardcat-url en_US

Files in this item

This item appears in the following Collection(s)

  • Research Papers [5006]
    Research papers submitted to the Graduate School by Ball State University master's degree candidates in partial fulfillment of degree requirements.

Show simple item record

Search Cardinal Scholar


My Account