Brand Crisis’ Effect On College Students Brandtrust Changes

Brand is the embodiment of an enterprise’s core values, is an important guarantee for thequality and credibility of the enterprise, it can help consumers to quickly distinguish betweenother commodities, but also can help the enterprise to obtain the huge market profits. Butnowadays, due to the enterprise management is poor, the outbreak of the crisis of the productsshowed a trend of spreading. How to correctly handle the crisis prevention, crisis has becomea required course of each enterprise. Product crisis can make mature brand has establishedrapid decline and demise, its subsidiary brands will be a huge impact. To the extent of damagecaused by the crisis of how to correctly measure not only become the focus of business circles,also began to receive the attention of relevant scholars. However, the related research at homeand abroad, research on crisis hurt mostly focused on product crisis, and the crisis of causedto social responsibility is less and less.Brand trust is between consumers and enterprises an important emotional bonds, it canhelp the enterprise to resist the negative effects of brand crisis, to adjust the positive impact oncrisis information. However, between the consumer and the brand’s brand trust is a dynamicchange, especially when the outbreak of the crisis, brand trust will happen temporarily evenfracture, permanent so make changes on brand trust validity crisis before and after the study isvery necessary.Therefore, this study will focus on the following two aspects: first, the crisis will bedivided into product crisis and social responsibility crisis, to explore the different situation,consumers for the different reaction of crisis information. Second, to the mobile phoneindustry as an example, simulated experiment method, to study the crisis before and after theoutbreak of consumer brand trust and purchase intention influence validity.In this experiment, college students as a sample, using the scenario experiment method,through several layers of advancing experimental, theoretical assumptions of varianceanalysis, factor analysis, statistical methods of descriptive analysis of the proposed inspectionapplication, distinguishes two types of consumer brand trust crisis to affect the validity andpurchase intention, the research conclusion is as follows: first, no matter what the crisis, willlead to consumer brand trust and purchase intention decrease validity. Second, if theconfidence of higher validity original brand, product crisis caused consumer brand trust andpurchase intention of validity decreased more obviously. If the original brand trust effect islow, the consumer brand trust social responsibility crisis caused by the validity and less willing to buy more obvious. Third, the original brand trust has a positive regulatory role onthe validity crisis of the brand trust and purchase intention. Finally, authors marketingsuggestions, hope to give the reader a certain enlightenment.