Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude

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.


Subject(s):
Issue Date:
2016-03
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/242447
Published in:
Asian Agricultural Research, Volume 08, Issue 03
Page range:
1-4
Total Pages:
4




 Record created 2017-04-01, last modified 2017-08-29

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