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Effects of Communication Crisis on Consumers’ Attitude: The Case of Vietjet Air with Bikini Images

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The results have indicated that: (1) Communication crisis has negative relationship with consumer’s attitude, for example, consumers have strongly objected and boycotted Vietjet Air; (2) Crisis management has positively influenced consumer’s attitude; (3) Consumer’s attitude has a positive relationship with purchase intention; (4) communication crisis has many consequences namely “lose faith from consumer and community”, “decrease the firm’s competitiveness”, “lead to a boycott from the consumers”. |

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