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Communication de crise : Le cas d'un appel au boycott

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Author Info

  • Sonia Capelli

    ()
    (CRCGM - Centre de Recherche Clermontois de Gestion et Management - Université d'Auvergne - Clermont-Ferrand I)

  • Legrand Pascal

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - Université d'Auvergne - Clermont-Ferrand I : EA)

  • William Sabadie

    ()
    (COACTIS - Université Lumière - Lyon II : EA4161 - Université Jean Monnet - Saint-Etienne)

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    Abstract

    Dans la plupart des recherches, l'impact des stratégies de réponses des entreprises en situation de crise ont été évaluées directement sur l'image de la marque, l'attitude ou encore, plus rarement, l'intention d'achat. Cette étude propose de considérer le processus par lequel trois stratégies de réponse identifiées dans la littérature - le silence, le déni, et la rédemption - modifient l'intention de boycott et de fidélité à la marque. Le terrain retenu est celui d'un appel au boycott dénonçant l'utilisation de traitements chimiques de la viande vendue en grande distribution. Les résultats montrent que les trois stratégies de réponse ont un impact contrasté sur les inputs du modèle (la probabilité de succès du boycott et la pertinence perçue de la réponse de l'entreprise). De plus, si le silence est une stratégie inefficace, le déni et la rédemption obtiennent des scores d'impact sur les comportements similaires.

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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00620097.

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    Date of creation: 12 May 2011
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    Publication status: Published - Presented, XXVIIème congrès international de l'AFM, 2011, Bruxelles, Belgium
    Handle: RePEc:hal:journl:halshs-00620097

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00620097
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    Related research

    Keywords: communication de crise; boycott; crédibilité du message;

    This paper has been announced in the following NEP Reports:

    References

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    1. Koku, Paul Sergius & Akhigbe, Aigbe & Springer, Thomas M., 1997. "The Financial Impact of Boycotts and Threats of Boycott," Journal of Business Research, Elsevier, vol. 40(1), pages 15-20, September.
    2. Andrew John & Jill Klein, 2003. "The Boycott Puzzle: Consumer Motivations for Purchase Sacrifice," Management Science, INFORMS, vol. 49(9), pages 1196-1209, September.
    3. Sen, Sankar & Gurhan-Canli, Zeynep & Morwitz, Vicki, 2001. " Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 399-417, December.
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