摘要
本文基于信源可信度视角,研究品牌危机事件发生后,不同社会群体消费者在面对不同信源感知可信度的危机信息时对于品牌评价的差异。结果表明,当面对来自高信源感知可信度的品牌危机信息时,社会接纳对品牌评价的负面效应比社会排斥更显著;当面对来自低信源感知可信度的品牌危机信息时,社会排斥对品牌评价的负面效应比社会接纳更显著。其中,消费者独特性需求在不同社会群体消费者对品牌评价的关系中起中介作用。
From the perspective of information source credibility,this paper studies on different consumers＇ evaluation on brand after a brand crisis happened.The result shows that when faced with high-source-credibility brand crisis information,the negative effect of social inclusion on brand evaluation is more significant than that of social exclusion;when faced with low-source-credibility brand crisis information,the negative effect of social exclusion on brand evaluation is more significant than that of social inclusion.Besides,consumers＇ need for uniqueness mediates the effect.
出处
《上海管理科学》
2017年第6期51-55,共5页
Shanghai Management Science
基金
国家社会科学基金重点项目:互联网群体传播的管控方案与社会引导对策研究(15AZD054)
关键词
品牌危机
社会排斥
信源感知可信度
品牌评价
brand crisis
social exclusion
information source credibility
brand evaluation
