Reputation of the firm is an increasingly important competitive asset that affects the capital of trust that consumers flock towards the brand. A brand crisis affects the corporate reputation, therefore it is the ideal context to test the reactions of customers depending on their loyalty. Results show that, during a brand crisis, the most loyal customers maintain a more positive attitude towards the company compared to less loyal customers and non-customers. The results suggest that a loyal customer is willing to defend the brand from external attacks. Such evidence must induce firms to build brand loyalty and involve loyal customers in the management of the brand crisis.
Keywords: Corporate reputation, crisis management, attitude toward the corporate, attitude toward the brand, behavioral loyalty