The Effect Of Brand Scandal On Brand Evaluation

Along with the rapid development of the Internet,consumers can use various channels to spread the news of the bran more fast,in this context,brand scandal on the brand and even the negative impact of the enterprise is also growing.So,for different types of enterprises,will the scandal is show different extent of negative impact.Previous studies have focused on the negative response of consumers in the context of brand scandal,including negative word-of-mouth,giving up and so on.However,few studies focus on the psychological mechanism of brand scandal leading to low brand evaluation.In addition,the stereotype content model of sociology believes that social judgment has two basic dimensions of warmth and competence in the content,related research on brand also introduced the stereotype content model of stereotype content model to do some adjustments,will describe the two dimensions of human characteristics and warm ability renamed intention(warmth)and the ability to highlight the consumer to business entity’s intention and intention to implement the ability of perception.This paper attempts to explore the role of brand stereotypes in the context of brand scandal,as well as the intermediary mechanism of brand scandal to the negative brand evaluation.In this paper,through reading literature,experiment and data analysis methods,the above problems are assumed and verified.The results show that the assumptions of this paper are well verified.According to the results of this study,in the end of the article,the author gives some marketing suggestions for enterprise managers.The regulation and mechanism of this study was to investigate the effect of intermediary consumer brand scandal situation on brand evaluation,enrich the brand scandal and brand stereotype related literature,provides a theoretical reference for the brand to brand scandal,has certain theory significance and practical significance.