. Hubert, Cette première étape ouvre des voies de recherche relatives à l'intégration d'autres type de crises en faisant varier la responsabilité perçue de l'entreprise (Coombs et Holladay, 1996) et en élargissant le spectre des stratégies d'accommodation (Coombs et Holladay Sur le plan du processus qui sous-tend l'efficacité des stratégies de communication de crise, il convient également de s'interroger sur le rôle du capital relationnel de l'entreprise. (Cissé-Depardon et N'goala, des actions dans le temps, 2008.

J. Aaker, S. Fournier, and S. A. , When Good Brands Do Bad, Journal of Consumer Research, vol.31, issue.1, pp.1-18, 2004.
DOI : 10.1086/383419

E. J. Avery, R. W. Lariscy, S. Kim, and T. Et-hocke, A quantitative review of crisis communication research in public relations from 1991 to 2009, Public Relations Review, vol.36, issue.2, pp.190-192, 1991.
DOI : 10.1016/j.pubrev.2010.01.001

W. L. Benoit, Image repair discourse and crisis communication, Public Relations Review, vol.23, issue.2, pp.177-186, 1997.
DOI : 10.1016/S0363-8111(97)90023-0

W. L. Benoit, Accounts, Excuses and Apology : A theory of image restoration, 1995.

J. L. Bradford and D. E. Garrett, The effectiveness of corporate communicative responses to accusations of unethical behavior, Journal of Business Ethics, vol.4, issue.11, pp.875-892, 1995.
DOI : 10.1007/BF00882067

K. Cissé-depardon and G. Et-n-'goala, Les effets de la satisfaction, de la confiance et de l'engagement vis-a-vis d'une marque sur la participation des consommateurs a un boycott, Recherche et Applications en Marketing, vol.24, issue.1, pp.43-67, 2009.
DOI : 10.1177/076737010902400103

W. T. Coombs, Choosing the Right Words: The Development of Guidelines for the Selection of the "Appropriate" Crisis-Response Strategies, Management Communication Quarterly, vol.8, issue.4, pp.447-476, 1995.
DOI : 10.1177/0893318995008004003

W. T. Coombs, Deep and surface threats: conceptual and practical implications for ???crisis??? vs. ???problem???, Public Relations Review, vol.28, issue.4, pp.339-345, 2002.
DOI : 10.1016/S0363-8111(02)00167-4

W. T. Coombs and S. J. Holladay, Further explorations of post-crisis communication: Effects of media and response strategies on perceptions and intentions, Public Relations Review, vol.35, issue.1, pp.1-6, 2008.
DOI : 10.1016/j.pubrev.2008.09.011

W. T. Coombs and S. J. Holladay, Communication and Attributions in a Crisis: An Experimental Study in Crisis Communication, Journal of Public Relations Research, vol.8, issue.4, pp.279-295, 1996.
DOI : 10.1207/s1532754xjprr0804_04

W. T. Coombs, Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory, Corporate Reputation Review, vol.80, issue.3, pp.163-176, 2007.
DOI : 10.1177/107769900308000306

W. T. Coombs, An Analytic Framework for Crisis Situations: Better Responses From a Better Understanding of the Situation, Journal of Public Relations Research, vol.10, issue.3, pp.177-191, 1998.
DOI : 10.1207/s1532754xjprr1003_02

N. Dawar and M. M. Et-pillutla, Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations, Journal of Marketing Research, vol.37, issue.2, pp.215-226, 2000.
DOI : 10.1509/jmkr.37.2.215.18729

M. Friedman, Consumer Boycotts in the United States, 1970-1980: Contemporary Events in Historical Perspective, Journal of Consumer Affairs, vol.38, issue.1, pp.96-117, 1985.
DOI : 10.1111/j.1745-6606.1985.tb00346.x

M. Friedman, Consumer boycotts: effecting change trough the marketplace and the media, 1999.

D. E. Garett, J. L. Bradford, R. A. Meyers, and J. L. Becket, Issues management and organizational accounts: An analysis of corporate responses to accusations of unethical business practices, Journal of Business Ethics, vol.6, issue.1, pp.507-520, 1989.
DOI : 10.1007/BF00382927

D. E. Garrett, The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing, Journal of Marketing, vol.51, issue.2, pp.46-57, 1987.
DOI : 10.2307/1251128

. H. Huangy, Trust and Relational Commitment in Corporate Crises: The Effects of Crisis Communicative Strategy and Form of Crisis Response, Journal of Public Relations Research, vol.43, issue.3, pp.297-327, 2008.
DOI : 10.1177/014920638701300109

F. Hubert, K. Vollhardt, I. Matthes, and J. Vogel, Brand misconduct : consequences on consumer-brand relationships, Journal of Business Research, pp.1-8, 2009.

A. John and J. G. Et-klein, The Boycott Puzzle: Consumer Motivations for Purchase Sacrifice, Management Science, vol.49, issue.9, pp.1196-1209, 2003.
DOI : 10.1287/mnsc.49.9.1196.16569

J. G. Klein, N. C. Smith, and A. Et-john, Why We Boycott: Consumer Motivations for Boycott Participation, Journal of Marketing, vol.68, issue.3, pp.92-109, 2004.
DOI : 10.1509/jmkg.68.3.92.34770

. S. Kokup, A. Akhigbe, and T. M. Et-springer, The Financial Impact of Boycotts and Threats of Boycott, Journal of Business Research, vol.40, issue.1, pp.15-20, 1997.
DOI : 10.1016/S0148-2963(96)00279-2

R. V. Kozinets and J. M. Et-handelman, Ensoulingconsumption : a netnographic exploration of boycotting behavior Advances in Consumer Research, UT : association for consumer Research, pp.475-480, 1998.

P. C. Malone and W. T. Et-coombs, Introduction to Special Issue on Crisis Communication, Journal of Public Relations Research, vol.21, issue.2, pp.121-122, 2009.
DOI : 10.1080/10627260902880006

I. I. Mitroff, T. C. Pauchant, and P. Shrivastava, The structure of man-made organizational crises, Technological Forecasting and Social Change, vol.33, issue.2, pp.83-107, 1998.
DOI : 10.1016/0040-1625(88)90075-3

S. W. Pruitt and M. Et-friedman, Wie wirksam sind Verbraucherboykotte? Eine Analyse ihrer Auswirkungen auf die Unternehmen anhand von Aktienkursen, Journal of Consumer Policy, vol.5, issue.4, pp.375-387, 1986.
DOI : 10.1016/0304-405X(85)90042-X

T. Putnam and T. Et-muck, Wielding the boycott weapon for social change, Business and Society Review, vol.78, pp.5-8, 1991.

D. Roux, La resistance du consommateur: Proposition d'un cadre d'analyse, Recherche et Applications en Marketing, vol.22, issue.4, pp.59-80, 2007.
DOI : 10.1177/076737010702200403

S. Sen, Z. Gürhan-canli, and V. Etmorwitz, Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts, Journal of Consumer Research, vol.28, issue.3, pp.399-417, 2001.
DOI : 10.1086/323729

N. C. Smith, Consumer activism: boycotts, brands and marketing communications, Advances in Consumer Research for Consumer Research, pp.494-494, 2005.

. H. Teohs, I. Welch, and P. C. Et-wazzan, The effect of socially activist investment policies of the financial markets : evidence from the south african boycott, Journal of Business, vol.72, issue.1, pp.35-89, 1999.