Research On The Effects Of Social Exclusion On Consumers' Brand Crisis Evaluation:Perspective Of Information Source Credibility

This is an era of brand.When brand gradually becomes the core competitive power among modern enterprises,brand management has become one of the necessary lessons the enterprise should learn.It is especially important that an enterprise can handle with brand crisis properly.This is also an era of information.Information is spreading widely at a swift speed.Everyone receives a vast amount of information every day.Different social types of consumers will have different cognition which will affect their behaviors and decisions directly.Based on the perspective of information source credibility,this paper studies on different consumers' evaluation on brand after a brand crisis happened.The result shows that when faced with high-source-credibility brand crisis information,the negative effect of social inclusion on brand evaluation is more significant than that of social exclusion;when faced with low-source-credibility brand crisis information,the negative effect of social exclusion on brand evaluation is more significant than that of social inclusion.From the further study,we can also find that when faced with high-source-credibility brand crisis information,the negative effect of the social exclusion of ignorance is near to that of the social exclusion of rejection.There is no significant difference between them at that situation.However,when faced with low-source-credibility brand crisis information,the negative effect of social exclusion of ignorance is more significant than that of social exclusion of rejection.Besides,consumers' need for uniqueness mediates the effect.