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(University of Macerata, Italy)
• Stefano Pace(Kedge Business School, France)
• Matteo Corciolani(University of Pisa, Italy)