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dc.contributorUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.contributor.authorMiotto, Giorgia
dc.contributor.authorBlanco-González, Alicia
dc.contributor.authorPaule-Vianez, Jessica
dc.contributor.authorEscamilla-Solano, Sandra
dc.date.accessioned2024-06-10T20:18:51Z
dc.date.available2024-06-10T20:18:51Z
dc.date.issued2023
dc.identifier.urihttp://hdl.handle.net/20.500.14342/4103
dc.description.abstractUncertainty and unpredictability are the main characteristics of a crisis: the Covid-19 pandemic was definitely characterised by these two issues. During the Covid-19 pandemic, people experienced a very high level of fear that affected their behaviour in several dimensions of their lives, including their buying habits. Retailing was one of the most affected industries due to government health regulations and people’s fears and emotions. In such tumultuous times, organizational legitimacy plays a crucial role since consumers tend to interact with legitimate organizations, avoiding companies that are not fulfilling their expectations and are not aligned with the accepted social norms. The objective of this research is to understand how uncertainty and crisis may affect consumer behaviour taking into account their emotional conditioning. Specifically, we measured the impact on three different groups of people based on their relationship with the virus: those infected, those uninfected, and those with long-Covid sequelae. We conducted an empirical study in June 2022 on a sample of 515 individuals from the above groups. Our findings revealed that the effects of risk perception and legitimacy are significantly different and that these factors affect individuals purchase intention. The research findings contribute to consumer behaviour theories and offer practical insights for marketing professionals and policymakers in crisis situations.ca
dc.format.extent19 p.ca
dc.language.isoengca
dc.publisherUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquernaca
dc.relation.ispartofTripodos, núm. 54, 2023ca
dc.rights© Facultat de Comunicació i Relacions Internacionals Blanquerna – URLca
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
dc.subject.otherCOVID-19 (Malaltia)ca
dc.subject.otherIncertesaca
dc.subject.otherLegitimitatca
dc.subject.otherIntenció de compraca
dc.titleManaging Perceived Legitimacy in Uncertain Times: The Effects of Long-Covidca
dc.typeinfo:eu-repo/semantics/articleca
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscapca
dc.subject.udc65ca
dc.identifier.doihttps://doi.org/10.51698/tripodos.2023.54.03ca
dc.relation.projectIDinfo:eu-repo/grantAgreement/URJC-CAM i REACT-UE/LONG COVID-EXP-CM/A467-2988ca
dc.description.versioninfo:eu-repo/semantics/publishedVersionca


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Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-sa/4.0/
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