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Hokkaido University Collection of Scholarly and Academic Papers >
Graduate School of International Media, Communication and Tourism Studies / Research Faculty of Media and Communication >
メディア・コミュニケーション研究 = Media and Communication Studies >
61 >
ブランド危機におけるブランド・ロイヤルティ : ネット上の書き込み内容分析による考察
| Title: | ブランド危機におけるブランド・ロイヤルティ : ネット上の書き込み内容分析による考察 |
| Other Titles: | Brand Royalty in a Brand Crisis : By the Content Analysis of the Buzz on an Internet Blog |
| Authors: | 北見, 幸一1 Browse this author →KAKEN DB |
| Authors(alt): | Kitami, Koichi1 |
| Issue Date: | 25-Nov-2011 |
| Publisher: | 北海道大学大学院メディア・コミュニケーション研究院 |
| Journal Title: | メディア・コミュニケーション研究 |
| Journal Title(alt): | Media and Communication Studies |
| Volume: | 61 |
| Start Page: | 5 |
| End Page: | 33 |
| Abstract: | This paper aims to discuss the brand loyalty in a brand crisis by the content analysis of the buzz on an internet blog. In the prior research on a brand loyalty, only the positive side which promotes the competitive advantage of a company and growth as a merit of a loyalty has been emphasized. However, we seldom argued about the merit of the loyalty in the business reconstruction phase in negative environment, such as a brand crisis. The purpose of this research is to analyze the internet blog contents on the brand crisis of the Japanese small and medium-sized food companies ("Ishiya-seika", "Akafuku", "Bishonen-shuzo") which happened in the past, and to check a high loyalty customer's existence. Like "A friend in need is a friend indeed", the consumers who disseminate positive information also in the time of a brand crisis are the high loyalty customer. The following became clear by research. When a company caused a brand crisis, about ten percent of blog reports were published with the positive comment. Moreover, in the company which achieved recovery, it became clear that not less than 10% of positive comments are comments about the loyalty to goods. This research suggested that a high loyalty customer might support the company in a brand crisis. |
| Description: | リスク・シンポジウム特集 |
| Type: | bulletin (article) |
| URI: | http://hdl.handle.net/2115/47572 |
| Appears in Collections: | メディア・コミュニケーション研究 = Media and Communication Studies > 61
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Submitter: 北見 幸一
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