IDEAS home Printed from https://ideas.repec.org/p/hal/wpaper/hal-01075812.html
   My bibliography  Save this paper

Crises de marques et traitement médiatique : quelle perception des consommateurs ?

Author

Listed:
  • Florence Touzé

    (Audencia Recherche - Audencia Business School)

  • Mélanie Dugué

    (Audencia Recherche - Audencia Business School)

Abstract

Durant le premier semestre 2013, un certain nombre de marques ont été mises sur la sellette par les médias. Dans le secteur alimentaire, on se souvient du chevalgate ou encore des débats soulevés par l'huile de palme. Côté textile, l'effondrement du Rana Plaza au Bangladesh et certaines pratiques de discrimination de grandes marques n'ont pas laissé les médias et les consommateurs de marbre. L'équipe de la Chaire Responsabilité Sociale de l'Entreprise SciencesCom / Audencia a mené une étude pour évaluer l'impact de ces crises de marques et de leur traitement médiatique sur les consommateurs. Les emballements médiatiques et « bad buzz » laissent-ils des traces ? Les crises ont-elles changé l'image des marques aux yeux des clients ? Ces derniers modifient-ils leurs comportements d'achat en conséquence ?

Suggested Citation

  • Florence Touzé & Mélanie Dugué, 2014. "Crises de marques et traitement médiatique : quelle perception des consommateurs ?," Working Papers hal-01075812, HAL.
    • Handle: RePEc:hal:wpaper:hal-01075812
    Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-01075812
    as

    Download full text from publisher

    File URL: https://audencia.hal.science/hal-01075812/document
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:wpaper:hal-01075812. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.