不利事件导致品牌信任破坏的外显和内隐研究

Research on the Implicit and Explicit Effect of Adverse Events on Brand Trust Destruction

由于在应对潜在风险管理方面有重要的作用,品牌信任一直是市场营销学领域的研究热点。在可能破坏品牌信任的诸多因素之中,最普遍、最常见的因素是组织引起的事故。令人遗憾的是,很多组织对这个问题并没有给予足够的重视。目前,已有的对于消费者如何加工这方面的信息以及组织应该如何应对这种消极影响的研究还非常缺乏。因此,本研究运用品牌信任量表和内隐联想测验,从外显和内隐两个角度来研究不利事件对高、低忠诚度顾客的品牌信任破坏的影响。结果显示当面对严重不利事件时,高、低忠诚度顾客在内隐和外显两个层面都会出现明显的信任破坏。但是当面对轻微的不利事件时,高、低忠诚度顾客的反应出现差别:低忠诚度顾客仍旧在两个层面(内隐和外显)上都出现了信任破坏,但是高忠诚度顾客只有在外显层面出现了信任破坏,在内隐层面并没有出现信任破坏。

Brand trust is an important concept in marketing, easy to be violated but difficult to be recov-ered. Among the many factors that could undermine brand trust, one of the most common is the negative publicity related to the organization. Unfortunately, many organizations have not paid enough attention to this issue while there is yet little research on how consumers are processing this information and how the organization should respond to such negative effects. Therefore, this study uses Brand Trust Scale and Im-plicit Association Test to study the impact of negative publicity on the brand trust violation of high and low loyalty customers from both explicit and implicit aspects. The results show that when faced with serious negative publicity, customers＇ brand loyalty could be destroyed in both implicit and explicit aspects, re-gardless of their brand loyalty levels. However, when faced with relatively minor negative publicity, cus-tomers with high or low loyalty could respond differently： the low ones still show the trust violation in both aspects, while the high ones only indicate trust violation in explicit level.