The impact of the brand crisis on customers and the role of brand loyalty

Author/s Stefano Pace, Giacomo Gistri, Bernardo Balboni
Publishing Year 2015 Issue 2015/3 Language Italian
Pages 19 P. 103-121 File size 504 KB
DOI 10.3280/MC2015-003006
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Reputation of the firm is an increasingly important competitive asset that affects the capital of trust that consumers flock towards the brand. A brand crisis affects the corporate reputation, therefore it is the ideal context to test the reactions of customers depending on their loyalty. Results show that, during a brand crisis, the most loyal customers maintain a more positive attitude towards the company compared to less loyal customers and non-customers. The results suggest that a loyal customer is willing to defend the brand from external attacks. Such evidence must induce firms to build brand loyalty and involve loyal customers in the management of the brand crisis.

Keywords: Corporate reputation, crisis management, attitude toward the corporate, attitude toward the brand, behavioral loyalty

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Stefano Pace, Giacomo Gistri, Bernardo Balboni, L’impatto della brand crisis sulla clientela e l’effetto della fedeltà alla marca in "MERCATI E COMPETITIVITÀ" 3/2015, pp 103-121, DOI: 10.3280/MC2015-003006