Navigating Brand Crises in in the digital era: A Comprehensive Approach to Understanding the Psychological Processes of Consumer Coping Strategies
(R2024-122616)

AUTHORS

Khouloud CHHAIDER, LUMEN (Lille University Management); Mbaye DIALLO, Université de Lille

ABSTRACT

This research endeavors to comprehend the factors that initiate a brand crisis, resulting in a psychological phenomenon known as consumer revenge. To achieve this, a qualitative study was conducted utilizing netnography, with 1600 messages collected and analyzed, along with two focus groups. The objective was to explore the expressions and negative reactions associated with two notable instances of brand crises. Specifically, the study focused on the contamination incident involving infant milk products manufactured by Lactalis and the racially insensitive communication by H&M. Through thematic content analysis, several cognitive and affective precursors were identified. Additionally, the empirical study uncovered various forms of revenge, thereby shedding light on both theoretical and managerial implications.