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THE EFFECTS OF BRAND LOYALTY ON THE EMOTIONAL REACTIONS TO A LUXURY BRAND CRISIS: THE MONCLER CASE
Giacomo Gistri,Stefano Pace,Matteo Corciolani 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
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.
Giacomo Gistri,Matteo Corciolani,Stefano Pace 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3
An organizational crisis is an event perceived by managers and stakeholders as highly salient, unexpected, and potentially disruptive; it can also threaten an organization’s goals and have profound implications for its relationships with stakeholders. In this article, we consider an actual crisis that recently struck an important brand in the fashion sector – Moncler. The crisis endured by Moncler was complex, involving several aspects of its activity. Notably, our study was conducted at the beginning of November 2014, in the 2 weeks after the crisis event. In particular, to collect data on consumers’ reactions to Moncler crisis, we created a questionnaire and ran a web survey through Survey Monkey. Then, through a moderated mediation model, we show that the impact of brand identification on the attitude toward the company and purchase intention is significantly mediated by anger for high levels of personal crisis relevance (PCR) and by sympathy for average and low PCR levels. These results are in accordance with some research concerning the role of emotions, which can perform different functions; the function of emotions such as anger and sympathy is to support the individual’s commitment and relate to moral decisions and judgements.