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 apology and that silence is an underperforming strategy.
Se taire, nier ou s'excuser : comment répondre à un appel au boycott ?