The Impact Of Brand Crisis On Consumer Brand Preference: The Moderating Effect Of Domestic Product Consciousness

With the prosperity of the market economy,the competition between brands has become more intense,and now brand crises are also emerging one after another.The emergence of a crisis will greatly increase the probability of a company’s failure,seriously affecting the development and survival of a brand,and the information age also enables people to understand the negative information of a brand more quickly.Therefore,it is of great exploratory value to study consumers’ attitude preferences and behavioral responses to brands after they receive brand crisis information.However,most of the previous studies started from the brand crisis or consumers’ unilateral perspective,exploring consumers’ brand attitudes and product purchase intentions after the crisis emerged.This study will refine the types of brand crisis based on previous studies,and at the same time pay attention to the characteristics of consumers themselves,and examine the impact on consumption from three perspectives: different types of responsibility-driven crises,different degrees of negative crises,and the response strategies after the emergence of crises.influence on brand preference.And it will introduce consumers’ awareness of domestic products as a moderating variable to explore the moderating role in brand crisis and brand preference.In this study,three sub-experiments were used to test the hypothesis.The purpose of the research is as follows: Experiment 1 explores the impact of moral and competence brand crises on consumers’ brand preference by manipulating different types of brand crises,and the moderating effect of domestic product awareness;Experiment 2 explores brand crises and domestic product awareness with different degrees of negativity The impact on consumer brand preference;Experiment 3 explores the impact of different coping strategies on consumer brand preference after the brand crisis and whether there are differences due to awareness of domestic products.This study adopts the situational experiment method,through three paralle experiments,and uses variance analysis and other statistical methods to test the proposed hypothesis.The main conclusions are as follows: 1.In the case of moral brand crisis,the negative degree of consumer brand preference is higher;and Among consumers with high awareness of domestic products,consumers have lower brand preference.2.In the situation of severe brand crisis,consumers’ brand preference is lower;while in the general negative brand crisis,the negative impact of consumers with high awareness of domestic products on brand preference is higher.3.After the brand crisis occurs,the impact of different response methods on brand preference is significantly different.The reconciliation response is the best,the defense response is in the middle,and the silent response is the worst.In the reconciliation response mode and the silent response mode,individuals with high awareness of domestic products have a greater negative impact on brand preference.This research explores in detail the influence of different types,different degrees of negativity,and different ways of responding to brand crises on consumers’ brand preferences,and adds a new perspective of domestic product awareness,discusses consumers’ brand attitudes and behaviors after experiencing crises,and enriches brand awareness.The research on crisis and consumer brand preference also gives some help and enlightenment to enterprises in coping with negative crisis.In addition,from the perspective of consumers,after the occurrence of the brand crisis,it is possible to have a clearer understanding of the company’s handling and public relations methods of the crisis,and the tolerance of different domestic consumers to the crisis brand is also different,and the research results are helpful to understand the unique attitudes and behavioral intentions of Chinese consumers after experiencing negative events of local brands.