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Effects of a perceived brand crisis on product evaluation and purchase intention: the moderating roles of brand credibility and brand attachment

박성연|이성화
한국마케팅과학회 (Korean Scholars of Marketing Science)|2013.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제23권 제2호|pp. 213-226|DOI http://dx.doi.org/10.1080/21639159.2013.763488

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키워드

purchase intentionbrand crisisproduct evaluationbrand attachment购买意图brand credibility品牌危机品牌信誉品牌情感产品价值
주제분류경영학

초록

Since a crisis always arises unexpectedly, companies are often unprepared to face it. It is obvious that no company can be perfectly safe from crises, and even the greatest company has the possibility to face a crisis. In fact, exposing a company’s negative information results in a decrease in corporate credibility, brand loyalty, and corporate asset values. Existing brand crisis literature focuses on the corporate response effectiveness in strategic response time and the way to respond to a company’s crisis. However, limited research is found regarding customer perceptions in a brand crisis situation. The purpose of this study is to examine how a perceived brand crisis affects consumer’s product evaluation and purchase intention and to figure out how brand credibility and brand attachment moderate such effects. That is, this study examines whether brand credibility and brand attachment mitigate the negative effects in a brand crisis situation.

Abstract

Since a crisis always arises unexpectedly, companies are often unprepared to face it. It is obvious that no company can be perfectly safe from crises, and even the greatest company has the possibility to face a crisis. In fact, exposing a company’s negative information results in a decrease in corporate credibility, brand loyalty, and corporate asset values. Existing brand crisis literature focuses on the corporate response effectiveness in strategic response time and the way to respond to a company’s crisis. However, limited research is found regarding customer perceptions in a brand crisis situation. The purpose of this study is to examine how a perceived brand crisis affects consumer’s product evaluation and purchase intention and to figure out how brand credibility and brand attachment moderate such effects. That is, this study examines whether brand credibility and brand attachment mitigate the negative effects in a brand crisis situation.

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