Intercultural differences in perceptions of the Tiger Woods Scandal

• 영문명: Intercultural differences in perceptions of the Tiger Woods Scandal
• 발행기관: 위기관리 이론과 실천
• 저자명: Seungho Cho Junsoo Hur
• 간행물 정보: 『한국위기관리논집』한국위기관리논집 제11권 제9호, 197~215쪽, 전체 19쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2015.09.30

영문 초록

Reputation is formed by the public, not by an organization or an individual. It is important to understand how people perceive a situation when a celebrity has a crisis, but members of different cultures may have different perceptions of the crisis that may require different types of crisis communication strategies. Cultural differences that led to differing perceptions between people in the U.S. and South Korea one year after the Tiger Woods’ sex scandal were investigated in this study. Results show that people in the two countries saw this crisis differently and that Tiger Woods’ involvement with charitable social activities had an influence on people’s perception about his comeback and endorsements.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methods

Ⅳ. Discussion

Ⅴ. Limitations

키워드

scandal reputation cultural difference Tiger Woods crisis perception