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Se taire, nier ou s'excuser : comment répondre à un appel au boycott ?

Author

Listed:
  • Sonia Capelli

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • Pascal Legrand

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • William Sabadie

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

This study deals with the process underlying the impact of three crisis communication strategies - silence, deny and apology - identified in the literature, on boycott intent and buying intent. The case investigated is a boycott request concerning the use of chemical products on meat sold by a supermarket. Results show that depending the target, the firm should deny or apology and that silence is an underperforming strategy.

Suggested Citation

  • Sonia Capelli & Pascal Legrand & William Sabadie, 2012. "Se taire, nier ou s'excuser : comment répondre à un appel au boycott ?," Post-Print halshs-00787774, HAL.
    • Handle: RePEc:hal:journl:halshs-00787774
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00787774
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    File URL: https://shs.hal.science/halshs-00787774/document
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    Citations

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    Cited by:

    1. André Le Roux & Marinette Thebault & Thomas Stenger, 2015. "La résistance du point de vue du consommateur : Une analyse descriptive de la catégorisation des pratiques de résistance aux marques, produits et discours marketing," Post-Print halshs-02530495, HAL.
    2. André Le Roux & Thomas Stenger & Marinette Thebault, 2015. "Les digital natives sont-ils des consommateurs plus « résistants » ?," Post-Print halshs-02533935, HAL.

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