Bibliographic citations
Sarmiento, S., (2022). Gestión de crisis en medios digitales y la percepción de los clientes de 20-40 años de Falabella. Caso: “Modo cama”, año 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/32997
Sarmiento, S., Gestión de crisis en medios digitales y la percepción de los clientes de 20-40 años de Falabella. Caso: “Modo cama”, año 2022 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/32997
@misc{renati/407288,
title = "Gestión de crisis en medios digitales y la percepción de los clientes de 20-40 años de Falabella. Caso: “Modo cama”, año 2022",
author = "Sarmiento Alvarez, Suleyka Koofayun",
publisher = "Universidad Privada del Norte",
year = "2022"
}
A corporate crisis is any event that threatens the "health" of a company and it is in these circumstances that the reputation of the brand is clearly affected, because the mistake made is harshly criticized by public opinion. According to Remy (2015), reputation is a matter of perception. It is possible to have a positive perception even if you are not completely transparent, and this is almost as bad as having a bad reputation. The objective of this research was to analyze the perception that customers of Falabella Plaza Lima Norte had of the "Modo Cama" campaign, launched by the company in 20218, and how it affected their purchase decision and brand loyalty. The type of research that was developed was qualitative, given that the technique of semi-structured interviews was used with 10 people, clients with a CMR card and clients without a CMR card aged 20-40, and 2 specialists in audiovisual communication, marketing and perception of brand. Finally, it was identified that despite the fact that Falabella did not execute any crisis management plan and only issued a statement. It is considered the most important and best valued company in the retail sector at the national level, it managed to overcome the crisis generated by this controversy. campaign. However, this did not prevent the brand's clients from feeling that the company did not sincerely regret its actions, stating that it is not the first time that Falabella has made this type of "mistakes".
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