American Journal of Industrial and Business Management

Volume 6, Issue 5 (May 2016)

ISSN Print: 2164-5167   ISSN Online: 2164-5175

Google-based Impact Factor: 2.08  Citations  

Research on the Influence of Conflicting Brand Crisis Information on Consumers’ Brand Attitude

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DOI: 10.4236/ajibm.2016.65056    2,404 Downloads   3,973 Views  Citations
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ABSTRACT

In recent ten years, brand crises occur frequently. Consumers are often faced with the situation that they don’t even know whether the involved brand is innocent or not. This paper aims to explore how conflicting information influences the information selection and brand attitude change of consumers in contradictory situation—defensible brand crisis. We carried out an experiment using a two-level single factor (brand commitment: high vs. low) between-subjects design. The results show that conflicting information has a significant negative impact on consumers’ brand attitude. And brand commitment plays as a moderating role between the relationship of conflicting information and brand attitude. Implications of the results are discussed.

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He, J.Q. (2016) Research on the Influence of Conflicting Brand Crisis Information on Consumers’ Brand Attitude. American Journal of Industrial and Business Management, 6, 600-607. doi: 10.4236/ajibm.2016.65056.

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