Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude

Bixia Luo, Chong Gong and Licong Cao

Asian Agricultural Research, 2016, vol. 08, issue 03, 4

Abstract: In this paper, the concept of perceived trust was adopted to investigate the relationship between brand crisis type and brand attitude; what’s more, the paper considered the moderating effect of consistency of negative word of mouth on the relationship between the aforementioned two. Empirical study results showed that compared with values-related brand crisis, performance-related brand crisis had a more significant effect on consumers' perceived competence-based trust and there were no significant differences in the negative effects of two types of brand crisises on consumers’ perceived benevolence-based trust. In addition, consumers’ perceived competence-based and benevolence-based trust had a positive effect on brand attitude and consistency of negative word of mouth played a moderating role in the relationship between brand crisis type and brand attitude.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ags:asagre:242447

DOI: 10.22004/ag.econ.242447

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