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Communication de crise : Le cas d'un appel au boycott

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 bya supermarket. Results show that the three response strategies impact differently the model inputs (boycott success probability and perceivedappropriativeness of the firm answer). Moreover, silence is anunderperfomant strategy compared to deny and apology. Deny and apology score similarly on behaviors intent.
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https://halshs.archives-ouvertes.fr/halshs-00620097
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Submitted on : Wednesday, September 7, 2011 - 11:53:15 AM
Last modification on : Wednesday, May 26, 2021 - 12:48:02 PM
Long-term archiving on: : Thursday, December 8, 2011 - 2:25:36 AM

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  • HAL Id : halshs-00620097, version 1

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Sonia Capelli, Legrand Pascal, William Sabadie. Communication de crise : Le cas d'un appel au boycott. XXVIIème congrès international de l'AFM, May 2011, Bruxelles, Belgique. pp.1-23. ⟨halshs-00620097⟩

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