Impact Of Information Fluency On Brand Management

Brand is the core competence of enterprises,and magic weapon for enterprises to stand out from fierce competition.Present studies on brand management are mainly based on the perspective of enterprises or consumers,lack of studies based on information attributions.However,consumers are stimulated by different kinds of information when they make perceptions to the brand.So the attribution of information should gain important status in the study of brand management.In this dissertation,we focus on one type of information attribution: information fluency,and take the example of two important aspects of brand management: brand extension and brand crisis,to explore the significance of information fluency in brand management.The dissertation mainly uses the method of experiments and the conclusions are as follows:(1)Information fluency has the positive effects on consumers' brand extension evaluations,consumers' perceived fit of brand extension has the mediation effect.(2)Under functional brand,fluency has positive effects on consumers' brand evaluations;under prestige brand,fluency has no significant effect on consumers' brand extension evaluations.Under direct brand,fluency has positive effects on consumers' brand extension evaluations;under sub-brand,fluency has no significant effect on consumers' brand extension evaluations.(3)Information fluency has the positive effects on consumers' brand crisis evaluations,consumers' perceived the responsibility of the enterprise in the crisis has the mediation effect.(4)For low brand commitment consumers,fluency has positive effects on consumers' brand crisis evaluations;for high brand commitment consumers,fluency has no significant effect on consumers' brand crisis evaluations.For consumers with analytic thinking,fluency has positive effects on consumers' brand crisis evaluations;for consumers with holistic thinking,fluency has no significant effect on consumers' brand crisis evaluations.The theoretical contributions of the present dissertation are as follows:(1)This dissertation enriches the studies about information fluency in the area of consumer behavior.Previous studies about information fluency in the area of consumer behavior are mainly focus on basic concepts such as brand attitudes,brand image and purchase intention,and still left vacancy about the study on brand dynamic management.This dissertation enlarges the study on the influence of information fluency on brand management,and deepens the influence of fluency on consumers' perception and behavior.(2)This dissertation deepens the study on influence factors of consumers' brand extension evaluations.Previous studies on influence factors of consumers' brand extension evaluations are mainly based on the perspective of consumers' characteristics or market and enterprise characteristics lack of perspective of characteristic of information.We take the example of information fluency,and discuss its effects on consumers' brand extension evaluations and the mechanism of the effect.(3)This dissertation enlarges the study on influence factors of consumers' brand crisis evaluations.Similar with studies on consumers' brand extension evaluations,studies on influence factors of brand crisis evaluations are restricted to the perspective of brand crisis classifications,brand or enterprise characteristics,consumers' characteristics and the relationship between consumers and brand,and lack of influence of information attributions on consumers' brand crisis evaluations.This dissertation discusses on the effects of information fluency on consumers' brand crisis evaluations and its mechanism.Finally,based on the perspective of practice,this dissertation discusses the implcations on the guidance of brand management,and points out the limitations and expectations for future researches.