| Titre : |
A ROLE OF EMOTION IN CONSUMER BEHAVIOR |
| Type de document : |
Mémoire |
| Auteurs : |
Victor ATUYER, Auteur |
| Année de publication : |
2019 |
| Importance : |
26 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; MARQUE ; HABILLEMENT SECTEUR ; RESPONSABILITE SOCIALE DE L'ENTREPRISE ; IMAGE DE MARQUE
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| Résumé : |
Purpose: This paper aims to understand the role of anger in consumer behavior, with the potential willingness to boycott a brand. Several factors need to be taken into account such as consumer’s dependence to a brand, time and new consumer trends (traceable and co-created goods). These factors can also be a smart tool from companies to avoid boycotts. Approach: In this paper, an empirical study is conducted on consumer’s reaction towards fast-fashion brands after the Rana Plaza collapse in 2013 in Bangladesh, where a building fell full of poor workers, leading to the death of more than 1,000 people. This lack of Corporate Social Responsibility (CSR) seriously damaged fast-fashion brand’s reputation. NGOs and consumers called for boycotts of famous brands such as H&M, Benetton, Zara. However, we will verify if this boycott worked and kept an influence in consumer’s attitude towards these brands six years after this negative event. Findings: Our study shows a significant cause-effect link between the role of anger and the triggering of boycott willingness. Originality: This paper is the first to study the Rana Plaza impact on consumer’s attitude towards fast-fashion brands, which led to one of the only boycotts applied in the 2010s in Western Europe.
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| Note de contenu : |
PGE: Bibliogr.P. 24-26 |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497662 |
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A ROLE OF EMOTION IN CONSUMER BEHAVIOR / 2019 
