品牌危机类型对消费者品牌态度影响的研究

The Impact of Brand Crisis Types on Consumers′ Brand Attitudes

研究关注面对能力型与道德型品牌危机时不同自我-品牌联结程度消费者的品牌态度,以及感知风险在该影响中的作用。研究结果表明:面对道德型品牌危机时,高自我-品牌联结消费者的品牌态度会高于低自我-品牌联结消费者;而当面对能力型品牌危机时,任意自我-品牌联结水平的消费者都会降低对品牌的态度;感知风险在此过程中起中介作用。

This research focuses on the brand attitudes of consumers with different levels of self-brand connection in the face of competency-related and ethical-related brand crises,and the role of perceived risk.The research results show that when facing ethical-related brand crisis,the brand attitude of consumers with high self-brand connection will be higher than that of consumers with low self-brand connection.When facing competency-related brand crisis,any self-brand connection level consumers will lower their attitudes towards the brand.Also,perceived risk mediates the effect.