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부정적 루머 발생 시 제품유형이 루머 메시지 신뢰와 브랜드 신뢰에 미치는 영향 : 기업 대응에 따른 비교연구 원문보기

  • 저자

    王弓

  • 학위수여기관

    韓國外國語大學校 大學院

  • 학위구분

    국내석사

  • 학과

    경영학과

  • 지도교수

    簡泂植

  • 발행년도

    2014

  • 총페이지

    63 p

  • 키워드

    Rumor Virtue products Vice products Crisis communication Rumor credibility Brand trust;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13538761&outLink=K  

  • 초록

    The Effect Product Type has on Influencing Rumor Credibility and Brand Trust: Comparative Analysis on Corporate Communicative Responses Consumer's perception on negative publicity, specifically rumors, of a corporation can have severely detrimental effects on the corporation's image and brand equity, as well as the corresponding marketing activities and steps to crisis management the corporation will have to take. As such, corporations can find themselves in crisis regardless of whether these rumors are true or unfounded. This study identifies the variables that affect consumers' perception on the truth in rumors they hear of a particular corporation by product types (virtue products or vice products). It explores and identifies the effect, as well as the possibility of a difference in consumers' perception on the trustworthiness of these rumors, based on product type. Also, it investigates how rumors affect the brand trust of the brands concerned, and whether product type (being a virtue or vice product) affects a corporation's brand trust in such situations. It further seeks to establish the effect of corporate response (active or no-response) to the rumors that arise and verify the corresponding effect on consumer's perception of brand trust. Several conclusions were drawn from this study. Firstly, consumers more readily perceive a rumor to be true when a vice product is concerned. Secondly, of the corporations that actively responded to a crisis, corporations that sell virtue products regained brand trust more effectively than those that sell vice products. Thirdly, there was a larger negative impact on brand trust for vice products compared to virtue products. Finally, consumers perceive the rumors to be true, with no regards to product type (vice or virtue product) in the case of corporate no-response to a crisis. It was also found that brand equity fell as consumers regard it as irresponsibility on the corporate's part. It can therefore be concluded that it is critical for corporations to actively address negative publicity in the form of rumors with effective crisis management strategies. Further, corporations selling vice products have a comparatively greater need to manage rumors effectively to prevent them from spreading, as the effect on brand trust proved to be greater than that of those selling virtue products.


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