Se taire, nier ou s'excuser: comment répondre à un appel au boycott ?

Sonia Capelli (), Pascal Legrand () and William Sabadie ()
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Sonia Capelli: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
Pascal Legrand: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
William Sabadie: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: This study deals with the process underlying the impact of three crisis communication strategies - silence, deny and apology - identified in the literature, on boycott intent and buying intent. The case investigated is a boycott request concerning the use of chemical products on meat sold by a supermarket. Results show that depending the target, the firm should deny or apology and that silence is an underperforming strategy.

Keywords: crisis communication; loyalty.; communication de crise; boycott; fidélité (search for similar items in EconPapers)
Date: 2012-11-01
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00787774v1
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2012, 68, pp.71-82

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00787774

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