Crisis Management Across Borders: Effects of a Crisis Event on Consumer Responses and Communication Strategies in Norway and Russia

This research examined the impact of a crisis on product attitudes and emotions of consumers in Norway and Russia, and the effectiveness of crisis marketing communication using authority endorsement across and within the two countries. Our research shows that not only are different communication strategies effective in the two markets, but also that those that work well in one country may actually worsen the crisis and lead to more negative attitudes and emotions in the other country. We conclude that research needs to incorporate country-level, individual-level dimensions of culture and consumer emotions in order to develop optimal marketing communication strategies.