The Effectiveness Of The Match Between Crisis Type And Response Appeals On Consumers' Purchase Intention

In the current economic environment,more and more brands are involved in various kinds of crises,which brings different loss of benefits to brands and consumers.For different crises,how to recover it and maintain the relationship between brands and consumers effectively has been the core issue that corporations concerns.From the perspectives of brand crisis types,response appeals,brand trust and brand stereotypes,based on the brand crisis situation as the clue,this article want to investigate that how brand should response to the crisis to promote consumers' purchase intention effectively,and what role brand trust and brand stereotypes have in the above impact,so we conduct two experiments.Thereinto,experiment 1 explore what kind of response appeal(competence appeal vs.warmth appeal)is more effective to promote consumers' brand purchase intention under different types of brand crisis(performance-related crisis vs.values-related crisis),and the mediation path of brand trust(competence trust/benevolence trust)in above impact.experiment 2 introduces brand stereotypes(competence/warmth)to further probe its moderating effect on the match between crisis types and response appeals,which would be more realistic.The results show that 1.In performance-related brand crisis,the competence appeal will more effectively increase the consumers' purchase intention than warmth appeal;In values-related brand crisis,the warmth appeal will more effectively increase the consumers' purchase intention than competence appeal.2.Consumers' competence trust mediates the effect that performance-related brand crisis matched with competence appeal have on the changes of consumers' purchase intention;meanwhile,Consumers' benevolence trust mediates the effect that values-related brand crisis matched with warmth appeal have on the changes of consumers' purchase intention.3.When brand stereotype is related to competence and facing the perform-related crisis,warmth appeal is more effective to promote consumers' purchase intention than competence appeal;When brand stereotype is related to warmth and facing the value-related crisis,competence appeal is more effective to promote consumers' purchase intention than warmth appeal.The research conclusions provide references and practical value for the brand to survive the crisis effectively,moreover,the paper point out the research shortcomings and the direction of future research in the end.