1. Effects of Agricultural Brand Crisis on Consumers' Brand Attitude.
- Author
-
Bixia LUO, Chong GONG, and Licong CAO
- Subjects
- *
BRANDING (Marketing) , *CONSUMER behavior , *WORD of mouth advertising , *AGRICULTURAL industries , *BENEVOLENCE - Abstract
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 afore- mentioned 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. [ABSTRACT FROM AUTHOR]
- Published
- 2016