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 negat...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 aforementioned 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.展开更多
From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new fi...From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new findings of network cluster behavior. It is concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly,functional brand crisis more easily leads to breach of transactional psychological contract,while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior,while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.展开更多
文摘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 aforementioned 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.
文摘From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new findings of network cluster behavior. It is concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly,functional brand crisis more easily leads to breach of transactional psychological contract,while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior,while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.
