Back to Search
Start Over
Effects of Agricultural Brand Crisis on Consumers' Brand Attitude.
- Source :
-
Asian Agricultural Research . Mar2016, Vol. 8 Issue 3, p1-4. 4p. - Publication Year :
- 2016
-
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]
Details
- Language :
- English
- ISSN :
- 19439903
- Volume :
- 8
- Issue :
- 3
- Database :
- Academic Search Index
- Journal :
- Asian Agricultural Research
- Publication Type :
- Academic Journal
- Accession number :
- 114872462