品牌危机对负面情绪与消费者态度的影响研究——品牌熟悉性的调节作用.pdfVIP

暨南大学硕士论文 两类品牌危机对消费者态度的影响研究 摘 要 三聚氰胺事件后，品牌危机愈演愈烈，引起了学术界和实务界的广泛讨论。然而，国 内外关于品牌危机的研究大多集中在定性研究的层面上，缺乏实证支持。同时，对品牌危 机的界定也尚未有统一定论。基于此，本研究将品牌危机分为核心要素品牌危机与非核心 要素品牌危机两类，研究两类品牌危机对消费者态度的不同影响。同时，在研究中引入品 牌熟悉性作为调节两类品牌危机对消费者态度影响的变量，负面情绪作为两类品牌危机对 消费者态度影响的中介变量。 本研究采用情境实验法，进行2 （品牌：红牛，王老吉）*3 （危机类型：核心要素品 牌危机，非核心要素品牌危机，无危机）的组间实验设计。通过 SPSS17.0 与 AMOS7.0 对实验数据进行分析，结果显示：（1）相对于无品牌危机，品牌危机爆发将导致消费者态 度显著变化；相对于非核心要素品牌危机，核心要素品牌危机所引起的消费态度变化更为 显著；（2 ）负面情绪对品牌危机与消费者态度起中介作用；（3 ）品牌熟悉性对品牌危机与 负面情绪、消费者态度起调节作用。最后，本文提出了品牌危机管理的相关建议。 关键词：品牌危机，负面情绪，消费者态度，品牌熟悉性 I 暨南大学硕士论文 两类品牌危机对消费者态度的影响研究 Abstract In the wake of the melamine scandal in China ，brand crisis is widely discussed both in the field of theory and that of practice. However, research about brand crisis is mainly focused on the level of qualitative stud y both in China and Foreign, which is lack of the support of sufficient practical research. Meanwhile, there is no unified definition about brand crisis. This paper considers brand crisis as distort of brand relationship which is from Wei Haiying (2011), it will damage brand association. Based on this, this research divides brand crisis into core elements crisis and no- core elements crisis. Negative emotion is taken as intervening variable and brand familiarity as moderator variable to explore how consumer attitude is changed. We conduct a scenario-based experiment, using2 (brand: Red Bull, Wanglokat)*3(Crisis type: core elements crisis and no- core elements crisis) group design. Spss results revealed that: (1) 、brand crisis will affect consumer attitude significantly in comparison with brand crisis; and elements crisis has significant impact on consumer