The Effect Of Negative Information On Purchase Intention Of Brand Community Customer

ObjectiveMany studies show the positive correlation between the brand community and customers' brand loyalty. However, other studies demonstrate that strong brand community, especially popularity of inter net, become a spread route of rumor, which produces negative effect. Addressing the conflict between these studies, this study examines the impact of negative information on customers of brand community when it spreads in brand community in particular way.MethodsChoosing "Nokia" as focal brand, this study chose the participants from college students by self-made scale, then examined the effect of negative information on purchase intention of brand community customers by comparing the change in purchase intention of subjects,Results(1) The effect of negative information on the purchase intention differed significantly between the non-community customers and community customers. Especially, comparing to the non- community customers, the effect on community customers was great.(2) Comparing to the negative information associated with product, the negative information associated with corporate image had a great effect on brand community customers, but the non-community was on the contrary.ConclusionsThe impact of negative information on the purchase intention of brand community customers is smaller. Addition, the negative associated with corporate image, the negative information associated with corporate image has a greater effect on brand community customers than that with product, and but the things is on the contrary to non-community customers. These findings not only make researchers understand the behavior of brand community customers, but have important practical value in many ways.