An empirical research on the Moncler case shows that brand loyalty moderates the consumer reactions to brand crises. While highly loyal consumers express sympathy toward the company, which predicts positive effects on brand attitude and purchase intention, lowly loyal consumers express anger, which predicts negative effects on the dependent variables.
THE EFFECTS OF BRAND LOYALTY ON THE EMOTIONAL REACTIONS TO A LUXURY BRAND CRISIS: THE MONCLER CASE
GISTRI, GIACOMO;
2015-01-01
Abstract
An empirical research on the Moncler case shows that brand loyalty moderates the consumer reactions to brand crises. While highly loyal consumers express sympathy toward the company, which predicts positive effects on brand attitude and purchase intention, lowly loyal consumers express anger, which predicts negative effects on the dependent variables.File in questo prodotto:
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Gistri, Pace, Corciolani (2015).pdf
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