publication . Master thesis . 2012

Danske Banks kommunikation gennem finanskrisen - et forsøg på imagegenoprettelse

Jørgensen, Steffie Hede;
Open Access Danish
  • Published: 01 Jan 2012
  • Country: Denmark
Abstract
Abstract The thesis in hand regards Danske Bank’s communication through the crisis. The crisis impacted Danske Bank at September the 15th 2008, which induced loss of liquidity. The bank was subsequently accused of composing inferior credit ratings and to be a greedy and harsh bank. It resulted in a historic decline of Danske Bank’s image. Consequently, this thesis seeks to answer following research question: How did Danske Bank communicate through the crisis and how suitable is their strategy? Theory within this thesis regards crisis communication. Specific is Benoits and Coombs applied. Benoits theory of image-re-establishment is applied to identify the strateg...
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