Turning the COVID-19 crisis into an opportunity through emotional attachment. Brand communication in an anxiety-provoking media environment (notice n° 577679)
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| fixed length control field | 01950cam a2200253 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121135112.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Piar, Christophe |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Turning the COVID-19 crisis into an opportunity through emotional attachment. Brand communication in an anxiety-provoking media environment |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 24 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This article aims to determine the message that was most beneficial to a French brand during the COVID-19 crisis in terms of image and purchase intentions, and to explore the reasons for its effectiveness. Our survey shows that in late April 2021 in France, a pro-vaccination message focused on the possibility of ending the pandemic and returning to normal life thanks to vaccination was more efficient than a pro-social message (emphasizing that the company helps those who are struggling) or a political message (criticizing the government’s management of the crisis). However, the positive influence of this pro-vaccination message on the brand’s image only occurs in an anxiety-provoking context, when the participants have just read an alarmist article on the future development of the pandemic. Media framing thus constitutes a contextual variable that moderates the impact of this message on brand image. Emotional attachment to the brand also plays a mediating role in the positive effect of the message on the image as well as on purchase intentions. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | media framing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | COVID-19 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | crisis communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | emotional attachment to brands |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | media framing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Crisis communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Covid-19 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand emotional attachment |
| 786 0# - DATA SOURCE ENTRY | |
| Note | La Revue des Sciences de Gestion | o 315-316 | 3 | 2022-10-06 | p. 67-80 | 1160-7742 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-revue-des-sciences-de-gestion-2022-3-page-67?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-revue-des-sciences-de-gestion-2022-3-page-67?lang=en&redirect-ssocas=7080</a> |
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