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The interaction effect between brand identification and personal crisis relevance on consumers’ emotional reactions to a fashion brand crisis

Giacomo Gistri|Matteo Corciolani|Stefano Pace
한국마케팅과학회 (Korean Scholars of Marketing Science)|2018.06|Journal of Global Fashion Marketing|제9권 제3호|pp. 252-269|DOI https://doi.org/10.1080/20932685.2018.1461021

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angersympathybrand identification愤怒品牌识别同情时尚品牌Fashion brandspersonal crisis relevance个人危机相关 性
주제분류경영학

초록

An organizational crisis is an event perceived by managers and stakeholders as highly salient, unexpected, and potentially disruptive; it can also threaten an organization’s goals and have profound implications for its relationships with stakeholders. In this article, we consider an actual crisis that recently struck an important brand in the fashion sector – Moncler. The crisis endured by Moncler was complex, involving several aspects of its activity. Notably, our study was conducted at the beginning of November 2014, in the 2 weeks after the crisis event. In particular, to collect data on consumers’ reactions to Moncler crisis, we created a questionnaire and ran a web survey through Survey Monkey. Then, through a moderated mediation model, we show that the impact of brand identification on the attitude toward the company and purchase intention is significantly mediated by anger for high levels of personal crisis relevance (PCR) and by sympathy for average and low PCR levels. These results are in accordance with some research concerning the role of emotions, which can perform different functions; the function of emotions such as anger and sympathy is to support the individual’s commitment and relate to moral decisions and judgements.

Abstract

An organizational crisis is an event perceived by managers and stakeholders as highly salient, unexpected, and potentially disruptive; it can also threaten an organization’s goals and have profound implications for its relationships with stakeholders. In this article, we consider an actual crisis that recently struck an important brand in the fashion sector – Moncler. The crisis endured by Moncler was complex, involving several aspects of its activity. Notably, our study was conducted at the beginning of November 2014, in the 2 weeks after the crisis event. In particular, to collect data on consumers’ reactions to Moncler crisis, we created a questionnaire and ran a web survey through Survey Monkey. Then, through a moderated mediation model, we show that the impact of brand identification on the attitude toward the company and purchase intention is significantly mediated by anger for high levels of personal crisis relevance (PCR) and by sympathy for average and low PCR levels. These results are in accordance with some research concerning the role of emotions, which can perform different functions; the function of emotions such as anger and sympathy is to support the individual’s commitment and relate to moral decisions and judgements.

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