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 2015/3
Lingua Italiano Numero pagine 19 P. 103-121 Dimensione file 504 KB
DOI 10.3280/MC2015-003006
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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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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