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L?impatto della brand crisis sulla clientela e l?effetto della fedelt? alla marca

Author

Listed:
  • Vittoria Marino
  • Letizia Lo Presti

Abstract

La reputazione dell?impresa ? un asset competitivo sempre pi? importante che incide direttamente sul capitale di fiducia che i consumatori riversano nei confronti dei brand. Una crisi dunque influisce sulla corporate reputation ed ? 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 pi? fedeli mantengono un atteggiamento pi? 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 nonch? ad un coinvolgimento pi? attivo dei clienti pi? fedeli nelle attivit? di comunicazione connesse alla crisi.

Suggested Citation

  • Vittoria Marino & Letizia Lo Presti, 2015. "L?impatto della brand crisis sulla clientela e l?effetto della fedelt? alla marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(3), pages 103-121.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-003006
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    References listed on IDEAS

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