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品牌危机传播效果受到很多因素的影响,在已有研究的基础上,提出品牌危机传播效果的影响模型。该模型假设危机传播修辞力、危机传播资讯力、媒体公信力、发言人可信度四个传播层面的因素,与品牌声誉、品牌危机责任归因两个品牌层面的因素共同影响危机事件说服力,进而影响品牌认知与品牌态度。同时,根据已有文献及小组座谈结果,建构了品牌危机传播效果各影响因素的测量量表。
Influenced by many factors, the effect of brand crisis communication spreads on the basis of existing research, and proposes the impact model of brand crisis communication effect. The model assumes that the crisis communication rhetoric, crisis information dissemination information, the credibility of the media, spokesman credibility of the four communication levels of factors, and brand reputation, brand crisis responsibility attribution of the two factors together affect the crisis persuasion, Thus affecting the brand awareness and brand attitude. At the same time, according to the existing literature and group discussion results, the paper constructs the measurement scale of the influential factors of brand crisis transmission.