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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]