企业争议事件应对方式对消费者品牌态度的影响研究
Research on the Impact of Corporate Dispute Response on Consumers'Brand Atti-tude
张洁梅 1杨慧慧1
作者信息
摘要
争议事件的出现对企业来说是树立独特品牌身份的良机还是损害品牌资产,关键取决于企业对争议事件应对方式的选择.本研究基于消费者品牌认同理论,通过两个线上实验,探讨企业不同应对方式对消费者品牌态度影响的边界条件以及内在机制.结果表明,与预期形象为市场驱动的企业相比,价值驱动的企业坚持立场比改变立场更能改善消费者的品牌态度;品牌勇气感知中介了企业应对方式与企业预期形象对消费者品牌态度的交互作用.本文的研究结论对丰富品牌管理理论以及企业争议管理实践有重要意义.
Abstract
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.
关键词
品牌勇气感知/争议事件/企业预期形象/品牌态度Key words
perception of brand bravery/enterprise controversy/company's intended image/brand attitude引用本文复制引用
基金项目
国家社会科学基金重点项目(23AGL021)
出版年
2024
NETL
NSTL
万方数据