Blowout!: Firestone's image restoration campaign

被引：48

作者：

Blaney, JR ^{[1
]}

Benoit, WL ^{[1
]}

Brazeal, LM ^{[1
]}

机构：

[1] Illinois State Univ, Dept Commun, Normal, IL 61790 USA

来源：

PUBLIC RELATIONS REVIEW | 2002年 / 28卷 / 04期

关键词：

D O I：

10.1016/S0363-8111(02)00163-7

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In this application of image restoration theory, Blaney, Benoit, and Brazeal discover that Firestone botched its recovery efforts. Its attempt to shift blame to Ford was poorly conceived. Its corrective action was not perceived as addressing the problem at hand. Moreover, its use of Michael and Mario Andretti to bolster its product and reputation was limited by the obvious financial relationship with these professional drivers. Finally, the authors support past scholarship that scrutinizes the appropriateness of certain strategy combinations. Specifically, mortification and bolstering can be undermined by denial and corrective action. (C) 2002 Elsevier Science Inc. All rights reserved.

引用

页码：379 / 392

页数：14

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