SE TAIRE, NIER OU S'EXCUSER: Comment répondre à un appel au boycott ?/TO REMAIN SILENT, TO DENY OR TO APOLOGY: HOW TO ANSWER TO A BOYCOTT REQUEST?

This study deals with the process underlying the impact of three crisis communication strategies - silence, deny and apology - identified in the literature, on boycott intent and buying intent. The case investigated is a boycott request concerning the use of chemical products on meat sold by a supermarket. Results show that depending the target, the firm should deny or apologize and that silence is an underperforming strategy. [PUB ABSTRACT]