Effects of apologies and crisis responsibility on corporate and spokesperson reputation

Joost W.M. Verhoeven, Joris J. Van Hoof*, Han Ter Keurs, Mark Van Vuuren

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

25 Citations (Scopus)


This study is aimed at the effects of making apologies in a crisis situation and attributed crisis responsibility on corporate- and spokesperson reputation. In a 2 × 2 scenario experiment (spokesperson making apologies versus no apologies; and accidental versus preventable crisis), 84 respondents judged corporate and spokesperson reputation. We found that the crisis has more impact on corporate reputation than on the spokesperson's reputation. This indicates that the crisis is seen as a collective responsibility of the organization, rather than the personal responsibility of the spokesperson.

Original languageEnglish
Pages (from-to)501-504
Number of pages4
JournalPublic Relations Review
Issue number3
Publication statusPublished - Sep 2012
Externally publishedYes


  • Corporate communication
  • Crisis response strategy
  • Reputation
  • Spokesperson
  • Trust


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