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Se taire, nier ou s'excuser : comment répondre à 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 by a supermarket. Results show that depending the target, the firm should deny or apology and that silence is an underperforming strategy.
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https://halshs.archives-ouvertes.fr/halshs-00787774
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Submitted on : Tuesday, February 12, 2013 - 7:08:31 PM
Last modification on : Thursday, November 26, 2020 - 12:40:02 PM
Long-term archiving on: : Monday, May 13, 2013 - 4:12:14 AM

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  • HAL Id : halshs-00787774, version 1

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Sonia Capelli, Pascal Legrand, William Sabadie. Se taire, nier ou s'excuser : comment répondre à un appel au boycott ?. Décisions Marketing, Association Française du Marketing, 2012, pp.71-82. ⟨halshs-00787774⟩

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