上海管理科学2017，Vol.39Issue(6)：51-55,5.
信源可信度视角下社会排斥对消费者品牌危机评价的影响研究
Research on the Effect of Social Exclusion on Consumers' Brand Crisis Evaluation: from the Perspective of Information Source Credibility
摘要
Abstract
From 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.Besides,consumers' need for uniqueness mediates the effect.关键词
品牌危机/社会排斥/信源感知可信度/品牌评价Key words
brand crisis/social exclusion/information source credibility/brand evaluation分类
管理科学引用本文复制引用
胡毅伟,余明阳,单从文..信源可信度视角下社会排斥对消费者品牌危机评价的影响研究[J].上海管理科学,2017,39(6):51-55,5.基金项目
国家社会科学基金重点项目:互联网群体传播的管控方案与社会引导对策研究(15AZD054). （15AZD054）
