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首页> 外文会议>Information Systems for Crisis Response and Management (ISCRAM), 2011 International Conference on >The effects of brand crisis on brand evaluation and consumer's willingness of brand relationship rebuilding: The moderating effect of self-image congruence
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The effects of brand crisis on brand evaluation and consumer's willingness of brand relationship rebuilding: The moderating effect of self-image congruence

机译：品牌危机对品牌评价和消费者建立品牌关系意愿的影响：自我形象一致性的调节作用

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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. Consumer's 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 consumer's willingness of brand relationship rebuilding. In this paper, experimental method is used to verify all the hypotheses.
机译：如今，企业更容易遇到品牌危机。一旦品牌危机发生，消费者往往会对品牌产生负面评价。不同类型的品牌危机将对品牌评估造成不同的损害。与被动品牌危机相比，主动品牌危机将使消费者对品牌产生更多负面评价。消费者的自我形象一致性将缓和品牌危机与品牌评估之间的关系。如果自我形象的一致性很高，那么负面评价就会很小；反之，则相反。如果自身图像一致性较低，则负面评价会相对较大。品牌评估将调解品牌危机与消费者建立品牌关系意愿之间的关系。本文采用实验方法来验证所有假设。

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