The Influence Of Brand Sensitive Moderating Effect On Brand Reputation To Consumers Perceived Risk

In traditional studies, brand reputation is considered to be effective to reduce the risk of consumer brand perception. The better brand reputation consumers of this brand will lower the perceived risk. However, the present study suggests that this process will be affected by brand sensitive regulatory role: In my study, the product category include search products, experience products, trust products, which were studied in this brand-sensitive regulation. It found that both search products, experience products and trust products, brand-sensitive individuals is relatively low compared to the relatively high for brand-sensitive individuals, brand reputation to consumers perceived risk is more significant. When consumers toward type of product is a high brand-sensitive, brand reputation is good or bad effect on brand perception of risk significant differences exist; however, when consumers sensitive to certain types of products are low when the brand reputation is good or bad for the consumer by brand influence risk perception does not exist significant differences. This is because the low brand-conscious consumers, they do not pay attention to the brand itself, so the impact of brand reputation is good or bad for their brand perception of risk is not significantly different.