The Effects of Brand Crisis on Brand Evaluation and Consumers Willingness of Brand Relationship Rebuilding: The Moderating Effect of Self-image Congruence

摘要：

Nowadays, enterprises are more likely to encounter brand crises. Once brand crises happen, consumers tend to have a negative evaluation on the brand. Different types of brand crisis will lead to different damage to brand evaluation. Compared to passive brand crises, initiative brand crises will make consumers have much more negative evaluation on the brand. Consumers self-image congruence will moderate the relationship between brand crisis and brand evaluation. If the self-image congruence is high, the negative evaluation will be small; if the self-image congruence is low, the negative evaluation will be relatively large. Brand evaluation will mediate the relationship between brand crisis and consumers willingness of brand relationship rebuilding. In this paper, experimental method is used to verify all the hypotheses.

关键词： Brand crisis Brand evaluation Consumers willingness of brand relationship rebuilding Self-image congruence

作者: WUJie

作者单位: School of Management, Jinan University, P.R.China, 510632

会议类型: 国际会议

会议名称: 2011 China Located International Conference on Information Systems for Crisis Response and Management(第五届危机响应与管理信息系统中国区国际大会 ISCRAM-China 2011)

会议地点: 哈尔滨

会议语种:英文

页码: 303-307

在线出版日期: 2011-11-24（万方平台首次上网日期，不代表论文的发表时间）