网络负面谣言与品牌权益:品牌认同与品牌承诺的中介作用

发布时间：2018-05-06 10:25

本文选题：网络负面谣言 + 品牌认同　；参考：《商业经济研究》2017年18期

【摘要】：网络经济时代,互联网在便利企业开展市场营销活动的同时,也对企业应对负面谣言传播进行有效品牌管理工作提出了新的挑战和要求。本文以我国某高校的201名在校大学生消费者作为实证研究对象,探讨了网络负面谣言与品牌权益之间的关系,并深入分析了消费者品牌认同与品牌承诺在以上关系中所起的中介作用。本研究通过问卷调查和层级回归分析发现:网络负面谣言会显著性地降低消费者品牌认同和品牌承诺;网络负面谣言对企业品牌权益有显著的负向影响,而且该负向影响是通过破坏消费者对该品牌的认同和承诺而造成的,即品牌认同和品牌承诺在网络负面谣言与品牌权益关系之间起完全中介作用。
[Abstract]:In the era of network economy, the Internet not only facilitates enterprises to carry out marketing activities, but also puts forward new challenges and requirements for enterprises to deal with the effective brand management of negative rumors. In this paper, 201 college students' consumers in a certain university in our country are taken as the empirical research object, and the relationship between negative rumors and brand rights and interests is discussed. It also analyzes the intermediary role of consumer brand identity and brand commitment in the above relationship. Through questionnaire survey and hierarchical regression analysis, this study finds that negative online rumors can significantly reduce consumer brand identity and brand commitment, and negative online rumors have a significant negative impact on corporate brand rights and interests. Moreover, the negative influence is caused by destroying the consumer's identity and commitment to the brand, that is, brand identity and brand commitment play a complete intermediary role between the negative rumors on the network and the brand equity relationship.
【作者单位】：广东机电职业技术学院;中国人民大学商学院;华南理工大学工商管理学院;
【基金】：广州市建设国家级科技思想库研究课题专项(编号2015SX013)
【分类号】：F274

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