D.B.A.  Baker College (Michigan), 2024.
Specialization:  Business administration

The impact of crisis marketing on loyal brand customers: A study of Walt Disney World during the COVID-19 pandemic
241 pages. UMI #: 31487995
Citation, Abstract & Full text in ProQuest Dissertations & Theses Database

The COVID-19 pandemic led to fast shifts in crisis marketing management, which impacted the loyal customer turnout at the Walt Disney World Resort in Florida. This paper explores the effects of communication strategies on Annual Pass holders’ attitudes and usage. The central issue discussed is the gap between Disney’s conventional brand aesthetics and the new crisis communication strategies during the pandemic, which could have an impact on consumers’ loyalty and visits. This qualitative study was designed to understand how crisis marketing communication and safety measures influenced attendance and perceptions of Disney’s loyal audience during the pandemic. The study adopted a cross-sectional, exploratory, descriptive research design to capture participants’ experiences and emotions. The target population was Walt Disney World Resort Annual Pass holders, operationally defined as people who possess an Annual Pass and are frequent visitors to the resort. The participants were selected purposively and consisted of 14 Annual Pass holders to capture a range of experiences and views. Data collection methods comprised semistructured interviews that allowed for a rich description of participants’ perceptions and experiences. Coding of the responses was done to look for qualitative patterns and trends, which highlighted the relationship between crisis marketing, emotional framing, and customer commitment. The relevance of the study is that it contributes to the knowledge of how brand image and personality can help maintain customer loyalty during crises. Further, it shows how effective communication and safety precautions can affect a consumer’s actions. Some of the key findings included the inference that the two emotions of fear and discomfort were found to have a positive impact on the participants’ perception of Disney’s crisis marketing strategy. The reliance on the traditional brand image was a source of disconnection when marketing strategies were altered. The research findings suggested that it is essential to be consistent with the brand image and to communicate with customers during crises. Crisis marketing management can help to maintain customer loyalty. Some of the recommendations include enhancing communication strategies to reflect the brand image and managing safety issues more efficiently. Future researchers should examine the relationship between crisis marketing activities and the external environment, including government policies and health measures, and compare different organizations to determine the most effective strategies.

• Bob Goldwasser, Ph.D., Chair
• Susan Cathcart, Ph.D.
• Ashlie Roeder, Ph.D.