Crisis Response Strategy and Its Impact on Halal Organization Image and the Boycotting Intention
Nor Ez-Zatul Hanani Binti Mohamed Rosli a*, Rosmiza Binti Haji Bidin b , Siti Zobidah Binti Omar c , Mohd Nizam Osman d and Julia Wirza Binti Mohd Zawawi e

Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia, Serdang 43400 , Malaysia.

Abstract

Halal industry has gained interest all over the world from different continents. However, the public confidence towards the Halal product has shaken due to the series of high-profile Halal issues and scandals involving the top brands. A single Halal issue can easily balloon into a major crisis on a global scale. In Malaysia, food crises related with Halal issues are becoming an imperative issue among Halal consumer with organizations facing crisis that have been suspected to sell Non-Halal food products. This crisis has the potential to damage organization image and initiate intention of boycotting the organization. Therefore, the appropriate crisis response strategy needs to be adopted in order to manage the outcomes of this crisis. This article theoretically explains the crisis response strategies that most effectively accommodate the level of organization crisis responsibility perceived by the halal food consumer in order to manage image and intention of boycotting the organization. Crisis response strategy is proposed to mediate the relationship between the organization crisis responsibility and the outcomes of the Halal food crisis, and religion characteristic to moderate the relationship between organization crisis responsibility and crisis response strategy on the outcomes of the Halal food crisis.

Keywords: Boycotting Intention, Crisis Responsibility, Crisis Response Strategy, Halal Food Crisis, Organization Image.

Topic: Halal Business Management, Marketing, and Communication

Link: https://ifory.id/abstract-plain/kJtYNqXAGMQ4

Web Format | Corresponding Author (Nor Ezzatul Hanani Mohamed Rosli)