Effects Of Advertising Strategy On Consumers’ Brand Attitude Under The Competitive Brand Crisis Scenario

In recent years, the complex and changeable of market environment as well as the high-speed development of modern media technology makes the brand crisis broke out frequently. Brand crisis against the interests of consumers, but also make the enterprise suffered economic and reputation losses. For example, the "Clenbuterol" event of shuanghui has been exposed by the CCTV315party in2011, which led directly to its stock price hit bottom on that day. In today’s China, the brand crisis has become an indispensable stage of enterprise growth process, it require enterprises to strengthen the normal management and should also raise awareness of corporate crisis management. There are an immense number of books about brand crisis in academia, but more focus on the effects of brand crisis on consumer attitudes、behaviors,However, the external effect of brand crisis as well as the coping strategies of the enterprise,few scholars to the third-party enterprise’s point of view when the crisis exposed in competing brands, as a third-party businesses coping strategies.Based on the research of spillover effect of brand crisis in the past, considering the enterprise how to actively respond to competition brand crisis rather than passively waiting for the crisis of the positive and negative overflow. Because researchers have pointed out that, during the competition of brand crisis, the enterprise marketing efforts will become more efficient and more aggressive (Broniarczyk&Joseph,1994) and Heerde (2007) further think, competitive brand crisis would make the marketing strategy of the enterprise more effective. Brand is not only a simple logo, symbol, is a commitment to customers, but the instinct of benefits to make many companies forget this due to commitments, resulting in brand crisis. This paper attempts to study when the competitor takes initiative brand crisis, namely competitive enterprises because of subjective factors caused the crisis (such as the excessive cost cause product quality defects), enterprises take what kind of advertising strategy more effective, hope that through this study adds a new perspective for the crisis management of enterprises. In this paper, the experimental method is using to analyse the common effect of competing brands crisis scenario and corporate advertising on consumer brand attitude. First of all, the study of the competitive corporate crisis scenarios on consumer brand attitudes, and in-depth analysis of what kind of crisis scenarios far-reaching impact; secondly, research on competitive brand under different crisis situations, the enterprise use which kind of advertising strategy (enterprise product advertising and corporate image advertising) is more effective. Finally, through the empirical results of the enterprise crisis management put forward suggestions.As it relates to two kinds of crisis scenarios by competitive brand as well as two corporate advertising strategy, the formal experiment using2(type of competitive brands crisis:Values Crisis and product harm crisis)×2(corporate advertising strategy:corporate image advertising and enterprise products advertising) group design. The subjects were divided into4groups to explore the impact of different types of crisis by competitive brands on consumer brand attitudes and compare consumer brand attitude when facing the different advertising strategies by enterprise.The main conclusions of the study are:(1) whether competitive brand is product harm crisis or value crisis, consumer brand attitude have negative effect.(2) facing the competitive brand crisis, the enterprise should pay more attention to competing product harm crisis events, because the conclusions relative to the competing value crisis, the products of competing product harm crisis more significant impact on consumers’ brand attitude.(3) under the competition brand product harm crisis situations, with respect to the corporate image advertising strategy, enterprise start-up product advertising strategy on consumer brand attitude is more significant.(4) under the competition of brand value crisis situations, with respect to the enterprise product advertising strategy, enterprise start-up corporate image advertising strategy on consumer brand attitude is more significant.