This study experimentally examined the effects of expertness, source of accident, and compensation on the ratings of a cruise line's brand image and potential cruisers' intentions to purchase. Participants (n = 213) were randomly assigned to one of eight experimental conditions presented as written testimonies from cruise passengers recalling a severe crisis they experienced while at sea. The main effect for recovery was significant (p < 0.05) in terms of both brand image and purchase intentions. There was also a significant interaction between the storytellers' expertise and blame attribution (p < 0.05) in terms of both purchase intentions and brand image. Results offer both theoretical and practical insights in terms of advertising strategies and crisis management for cruise lines.
- Brand image
- Cruise lines
- Purchase intentions
ASJC Scopus subject areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management