著者

北見 幸一

出版者

北海道大学大学院メディア・コミュニケーション研究院 = Research Faculty of Media and Communication, Hokkaido University

雑誌

メディア・コミュニケーション研究 (ISSN:18825303)

巻号頁・発行日

vol.61, pp.5-33, 2011-11-25

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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.