Impact Of Negative Publicity Types On Brand Attitudes:Empirical Research On The Moderating Effect Of Product Involvement And Face Consciousness

In recent years,the repeated occurrence of negative business events has seriously damaged the interests of consumers,and has also had a great impact on enterprises and society?Consumers‘behaviors and related reaction mechanisms afer encountering negative corporate events have significance for all parties involved.The current research focuses on the role of negative publicity in corporate image and consumer response.There are few studies considering how multiple types of negative publicity coexist,and how different types of negative publicity will affect consumer brand relationships.Based on the classification of negative publicity by existing research,this study relies on negative publicity cases in real life to explore the impact of two different types of negative publicity(value-related and performance-related negative publicity)on brand attitude.Product involvement is an important variable that links external information and purchase behavior,which has an impact on consumer attitudes.As a basic cultural variable of Chinese consumer behavior,face consciousness affects the awareness and treatment of external information by relevant groups.Therefore,this study introduces these two variables to explore how they affect the relationship between negative publicity types and brand attitudes.This article designes three groups of experiments to test the hypotheses.In experiment 1,it is verified that value-related corporate negative publicity has a more negative effect on consumers' brand attitudes.,compared with the negative publicity of performance-related negative publicity.By employing a 2(value-related and performance-related negative publicity)*2(product with high product involvement and low involvement)design,the experiment 2 shows that product involvement has a significant role in moderating the relationship between the types of negative publicity and brand attitudes.When consumers are dealing with product with high product involvement rather than low involvement,the type of negative publicity has a greater impact on consumer brand attitudes.Experiment 3 verifies that the face consciousness has a significant moderating effect on the relationship between the types of negative publicity and brand attitudes.The consumer with stronger face consciousness would be more effect by the type of negative publicity when evaluating the brand attitudes.At the end of the study,this paper discusses the academic contributions and practical contributions,and points out the limitations of the experiment and the future research direction.