The Impact Of Brand Crisis Disclosure On Consumer Brand Attitude

As a famous saying goes: it may take ten years to plant cypress,but centuries to cultivate a brand.Enterprises have to spend lots of money and time to build an honorable brand,while just a crisis is enough to destroy a century brand.For example,the Wei Zexi incident did heavy damage to Baidu’s reputation and assets,definitely,as shown in a quick drop in stock price for eight days.Similarly,Samsung Galaxy Note 7 explosion has seriously damaged consumer trust and brand credibility.Innumerable examples to count and under the background of complex and intensifying brand crisis,how to choose a timely and effective response strategy has become a common concern of the majority of corporate management personnel,which is also a long-term topic explored by many scholars.Given this,we studied the impact of brand crisis disclosure on consumer attitude based on crisis-relevancy perspective.The results of the two experiments proved that,as to high-relevancy brand crisis,it was more positive to brand attitude(brand cognition,brand emotion,purchase intention)for self-disclosure compared with third-party disclosure.As to low-relevancy brand crisis,whether self-disclosure or third-party disclosure doesn’t make much difference to brand attitude.In addition,perceived brand reliability mediated this interactive effect.The conclusions of this paper have important theoretical significance and rich management enlightenment.For one thing,this paper further explored the research perspective of brand crisis response strategy,which has enriched the theoretical research of corporate crisis response strategy from the perspective of proactive response to crisis.For another,these results could not only help enterprises to choose the corresponding crisis exposure mode according to different crisis types,but also provide reference for CSRC to improve the information disclosure system of listed companies.