Research on the Impact of Corporate Dispute Response on Consumers'Brand Atti-tude
Whether the occurrence of a dispute event is a good opportunity for a company to establish a unique brand identity or damage brand equity depends on the company's choice of response to the dispute.Based on the theory of consumer brand identity,this study explores the boundary conditions and internal mechanisms of the impact of different coping styles on consumer brand attitudes through two online experiments.The results show that value-driven firms are more likely to improve consumers'brand attitudes than those with market-driven attitudes.Brand courage perception mediates the interaction between the company's response style and the expected image of the enterprise on consumers'brand attitudes.The conclusions of this paper are of great significance for enriching the theory of brand management and the practice of enterprise dispute management.
perception of brand braveryenterprise controversycompany's intended imagebrand attitude
NETL
NSTL
万方数据
