The Influence of Brand Crisis on Consumers'Brand Attitudes from the Perspective of"4V Theory"
As the most important strategic resource for enterprises,creating a good brand can greatly enhance the core competitiveness of the enterprise.In the business activities of enterprises,frequent brand crises and public relations have a huge destructive effect on the brand reputation of the enterprise,leading to changes in consumer attitudes towards the brand.Based on the"4V theory",this article studies the impact of brand crisis on consum-ers'brand attitudes,as well as the impact mechanism of brand trust in this process.The research results indicate that for brands with a dominant position in versatility and variation,functional crises reduce consumers'trust in the brand's capabilities,resulting in a more negative brand attitude compared to value crises;For brands with dominant resonance or added value,value based crises greatly reduce consumers'goodwill and trust in the brand;compared to value based crises,functional crises can lead to more negative brand attitudes.
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