Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude

• 作者: Bixia LUO Chong GONG Licong CAO
• 来源期刊: 亚洲农业研究：英文版
• 学科: 经济
• 关键词: BRAND CRISIS Trust BRAND ATTITUDE CONSISTENCY of negative word of MOUTH
• 年，卷（期）: 2016,（3）
• 页码范围: 1-4
• 页数: 4页
• 分类号: F323.5

摘要

In this paper,the concept of perceived trust was adopted to investigate the relationship between brand crisis type and brand attitude; what’s more,the paper considered the moderating effect of consistency of negative word of mouth on the relationship between the aforementioned two. Empirical study results showed that compared with values-related brand crisis,performance-related brand crisis had a more significant effect on consumers’ perceived competence-based trust and there were no significant differences in the negative effects of two types of brand crisises on consumers’ perceived benevolence-based trust. In addition,consumers’ perceived competence-based and benevolence-based trust had a positive effect on brand attitude and consistency of negative word of mouth played a moderating role in the relationship between brand crisis type and brand attitude.