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L’impatto della brand crisis sulla clientela e l’effetto della fedeltà alla marca
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Stefano Pace, Giacomo Gistri, Bernardo Balboni 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Italiano 
Numero pagine:  19 P. 103-121 Dimensione file:  504 KB
DOI:  10.3280/MC2015-003006
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


La reputazione dell’impresa è un asset competitivo sempre più importante che incide direttamente sul capitale di fiducia che i consumatori riversano nei confronti dei brand. Una crisi dunque influisce sulla corporate reputation ed è quindi il contesto ideale per indagare le reazioni dei clienti e gli effetti della brand loyalty. I risultati evidenziano che, durante una brand crisis, i clienti più fedeli mantengono un atteggiamento più positivo nei confronti dell’azienda rispetto ai clienti meno fedeli e ai non clienti. Il cliente fedele potrebbe quindi essere disposto a difendere il brand dagli attacchi esterni. Una tale evidenza deve indurre le imprese ad investire nella fidelizzazione nonché ad un coinvolgimento più attivo dei clienti più fedeli nelle attività di comunicazione connesse alla crisi.


Keywords: Reputazione dell’impresa, management della crisi, atteggiamento nei confronti dell’impresa, atteggiamento nei confronti del brand, fedeltà comportamentale.

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  1. Riccardo Rialti, Lamberto Zollo, Alessandro Caliandro, Cristiano Ciappei, Social media strategies to protect brand image and corporate reputation in the digital era: a digital investigation of the Eni vs. Report case in MERCATI & COMPETITIVITÀ 4/2016 pp. 65, DOI: 10.3280/MC2016-004005

Stefano Pace, Giacomo Gistri, Bernardo Balboni, in "MERCATI E COMPETITIVITÀ" 3/2015, pp. 103-121, DOI:10.3280/MC2015-003006

   

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