KOREASCHOLAR

THE EFFECTS OF BRAND LOYALTY ON THE EMOTIONAL REACTIONS TO A LUXURY BRAND CRISIS: THE MONCLER CASE

Giacomo Gistri, Stefano Pace, Matteo Corciolani
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299085
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.555-561
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

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.

Keyword
empirical researchbrand loyaltypurchase intentionnegative effectluxury brand
Author
  • Matteo Corciolani(University of Pisa, Italy)
  • Stefano Pace(Kedge Business School, France)
  • Giacomo Gistri(University of Macerata, Italy)