Research on the Effectiveness of Brand Apology Strategies in Crisis: Cross-National Comparison Based on Attribution Theory and Cultural Differences

Abstract

The study aims to explore the effectiveness of brand apology strategies in crisis events, with a special focus on the impact of cultural differences on the effect of apology. Summarize the impact of the crisis events on the brand image and the importance of the brand apology strategy. We analyzed the response difference of consumers under the attribution theory. Through the perspective of cross-cultural communication barriers, we compare the communication challenges under the high and low context cultures, and analyze the similarities and differences of brand crisis response strategies in different countries / regions combined with specific cases. Based on the attribution theory, a brand apology model is constructed and validated using empirical research methods. The results of cross-country comparison studies show that the brand apology acceptance varies between countries, and the attribution mode has a significant impact on the apology effect. This study not only complements the existing literature, but also provides practical implications for global enterprises to develop more effective crisis management strategies.