“4V理论”视角下品牌危机对消费者品牌态度的影响  

The Influence of Brand Crisis on Consumers'Brand Attitudes from the Perspective of"4V Theory"

作　　者：杨小东 YANG Xiaodong(School of Mechanical and Vehicle Engineering,Bengbu University,Bengbu Anhui 233030,China)

机构地区：[1]蚌埠学院机械与车辆工程学院,安徽蚌埠233030

出　　处：《兰州工业学院学报》2024年第5期106-110,共5页Journal of Lanzhou Institute of Technology

基　　金：蚌埠学院人文社会科学研究一般项目(2021SK04);蚌埠学院产学研合作项目(2024340306000156)。

摘　　要：品牌作为企业最重要的战略资源,打造良好的品牌可以大大提高企业的核心竞争力。企业在经营活动中,品牌危机公关频发对企业的品牌声誉破坏力巨大,进而导致消费者对品牌的态度发生改变。基于4V理论,研究品牌危机对消费者品牌态度的影响以及品牌信任的影响机制。结果表明,对于差异化、功能化占优势地位的品牌,功能型危机降低了消费者对品牌的能力信任,与价值型危机相比,会产生更加负面的品牌态度;对于共鸣性或附加价值占优的品牌,价值型危机大大降低了消费者对品牌的善意信任;相比于价值型危机,功能型危机会产生更加负面的品牌态度。As the most important strategic resource for enterprises,creating a good brand can greatly enhance the core competitiveness of the enterprise.In the business activities of enterprises,frequent brand crises and public relations have a huge destructive effect on the brand reputation of the enterprise,leading to changes in consumer attitudes towards the brand.Based on the"4V theory",this article studies the impact of brand crisis on consumers'brand attitudes,as well as the impact mechanism of brand trust in this process.The research results indicate that for brands with a dominant position in versatility and variation,functional crises reduce consumers'trust in the brand's capabilities,resulting in a more negative brand attitude compared to value crises;For brands with dominant resonance or added value,value based crises greatly reduce consumers'goodwill and trust in the brand;compared to value based crises,functional crises can lead to more negative brand attitudes.

关 键 词：品牌危机 能力信任 善意信任 品牌态度 

分 类 号：F713[经济管理—产业经济]