Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco
Boycott is a mode of communication between the consumer and the company, it allows to re-identify the needs of the consumer reconsider the company’s strategies and repositioning. The present study sheds light on consumer boycott and its perception about the corporate response to the crisis. A sampl...
| Main Authors: | , |
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| Format: | Article |
| Language: | Arabic |
| Published: |
UNIVERSITY MOHAMMED V
2019-05-01
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| Series: | Journal d’Economie, de Management, d’Environnement et de Droit |
| Subjects: | |
| Online Access: | https://revues.imist.ma/index.php/JEMED/article/view/16240 |
| _version_ | 1819007941235179520 |
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| author | Siham EL ARRAF Nada BIDDOU |
| author_facet | Siham EL ARRAF Nada BIDDOU |
| author_sort | Siham EL ARRAF |
| collection | DOAJ |
| description | Boycott is a mode of communication between the consumer and the company, it allows to re-identify the needs of the consumer reconsider the company’s strategies and repositioning. The present study sheds light on consumer boycott and its perception about the corporate response to the crisis. A sample of 162 participants took part in this exploratory study by filling in a questionnaire form to investigate the Moroccan consumer’s perceptions with regard to Centrale Danone’s response to the recent boycott event that the Moroccan society has witnessed. The results demonstrated that Moroccan consumer’s motivation behind the boycott was merely to limit the pricing oligopoly along with quality improvement of such primary food products. Also, the findings revealed that their attitudes were negative with respect to the way Centrale Danone handled the boycott situation as the vast majority claim that the company’s issued actions are depicted as irresponsible and not well thought out. |
| first_indexed | 2024-12-21T00:32:34Z |
| format | Article |
| id | doaj.art-9fd34df2e65c45afb86ae9734f443810 |
| institution | Directory Open Access Journal |
| issn | 2605-6461 |
| language | Arabic |
| last_indexed | 2024-12-21T00:32:34Z |
| publishDate | 2019-05-01 |
| publisher | UNIVERSITY MOHAMMED V |
| record_format | Article |
| series | Journal d’Economie, de Management, d’Environnement et de Droit |
| spelling | doaj.art-9fd34df2e65c45afb86ae9734f4438102022-12-21T19:21:52ZaraUNIVERSITY MOHAMMED VJournal d’Economie, de Management, d’Environnement et de Droit2605-64612019-05-0122283610.48398/IMIST.PRSM/jemed-v2i2.162408367Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in MoroccoSiham EL ARRAF0Nada BIDDOU1Faculty of Law, Economics and Social Sciences in Mohammedia, Hassan II University, Morocco.Faculty of Letters and Human Sciences in Rabat, Mohammed V University, MoroccoBoycott is a mode of communication between the consumer and the company, it allows to re-identify the needs of the consumer reconsider the company’s strategies and repositioning. The present study sheds light on consumer boycott and its perception about the corporate response to the crisis. A sample of 162 participants took part in this exploratory study by filling in a questionnaire form to investigate the Moroccan consumer’s perceptions with regard to Centrale Danone’s response to the recent boycott event that the Moroccan society has witnessed. The results demonstrated that Moroccan consumer’s motivation behind the boycott was merely to limit the pricing oligopoly along with quality improvement of such primary food products. Also, the findings revealed that their attitudes were negative with respect to the way Centrale Danone handled the boycott situation as the vast majority claim that the company’s issued actions are depicted as irresponsible and not well thought out.https://revues.imist.ma/index.php/JEMED/article/view/16240consumer boycottboycott attitudecrisis communicationbrand responsibility |
| spellingShingle | Siham EL ARRAF Nada BIDDOU Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco Journal d’Economie, de Management, d’Environnement et de Droit consumer boycott boycott attitude crisis communication brand responsibility |
| title | Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco |
| title_full | Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco |
| title_fullStr | Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco |
| title_full_unstemmed | Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco |
| title_short | Corporate Response and Responsibility in the case of consumer boycotts: an Analysis of Centrale Danone crisis in Morocco |
| title_sort | corporate response and responsibility in the case of consumer boycotts an analysis of centrale danone crisis in morocco |
| topic | consumer boycott boycott attitude crisis communication brand responsibility |
| url | https://revues.imist.ma/index.php/JEMED/article/view/16240 |
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