Choi, Sera, authorKim, Jangyul, advisorPark, Youngeun, committee memberLong, Ziyu, committee member2019-09-102019-09-102019https://hdl.handle.net/10217/197286Using situational crisis communication theory (SCCT), this study investigates the impact of crisis severity and crisis response strategies on post-crisis organizational reputation within the field of crisis communication. In the experiments, 289 respondents participated in a 2 (crisis severity: low vs high) x 2 (crisis response strategy: match vs mismatch) between-subjects factorial design. The results show that in the case of high crisis severity, a matched crisis response strategy positively influenced post-crisis organizational reputation as compared to a mismatched crisis response strategy. However, in the case of low crisis severity, there was no impact of a matched or mismatched crisis response strategy on organizational reputation. The study discusses its theoretical and empirical implications and limitations.born digitalmasters thesesengCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.Text