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Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude

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  • LUO, Bixia
  • GONG, Chong
  • CAO, Licong

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.

Suggested Citation

  • LUO, Bixia & GONG, Chong & CAO, Licong, 2016. "Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude," Asian Agricultural Research, USA-China Science and Culture Media Corporation, vol. 8(03), pages 1-4, March.
    • Handle: RePEc:ags:asagre:242447
    DOI: 10.22004/ag.econ.242447
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    Keywords

    Agribusiness;

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