CHOSUN

부정적 언론보도 유형이 소비자 반응에 미치는 영향

Metadata Downloads
Author(s)
신병철
Issued Date
2010
Abstract
Product harm crises can distort long standing favorable equality perceptions, tarnish a company's reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences.
So, this study presented how inclusion effect supported the relationship between negative publicity and consumers' response. According to the results, when they contact with the negative publicity, respondents negatively evaluated both production evaluation and corporate evaluation.
And, in that case of the products with negativity publicity, compared with refutation strategy(defense strategy), improving strategy(correction notice) had positive influence on the product evaluation and corporate evaluation. Especially, according to two-way interaction, when the reaction time was fast, the difference between refutation strategy(defense strategy) and improving strategy was not existed in product evaluation and corporate evaluation. However, when the reaction time was late(after a month), improving strategy had more positive evaluation than defense strategy in product evaluation, and corporate evaluation.
Alternative Title
The Effects of Negativity Publicity Type on the Consumer Responses
Alternative Author(s)
Shin Byoung-chul
Department
경영대학원 경영학석사학위과정
Advisor
박종철
Awarded Date
2011. 2
Table Of Contents
표 목차 ......................................................................................................................ⅲ
그림목차 ....................................................................................................................iii
ABSTRACT .............................................................................................................iv

제 Ⅰ 장 서 론 1
제 1 절 문제의 제기 1
제 2 절 연구 목적 4

제 Ⅱ 장 이론적 배경 및 연구가설 설정 5
제 1 절 부정적 언론보도 5
제 2 절 부정적 언론보도의 확산효과 9
1) 활성화 확산망 이론 9
2) 파급효과 10
3 ) 포함오류 12
제 3 절 부정적 언론보도 대응전략 14
제 4 절 부정적 언론보도 대응시점 17

제 Ⅲ 장 연구방법 19
제 1 절 연구목적 19
제 2 절 실험설계 및 참가자 20
제 3 절 실험절차 및 변수조작 21
제 4 절 변수측정 23
1) 종속변수 23
2) 통제변수 23
제 5 절 분석결과 24
1) 신뢰성 및 조작화 검증 24
2) 가설 검정 24
제 Ⅳ 장 토의 및 결론 32
제 1 절 연구결과 요약 및 의의 32
제 2 절 연구의 한계점과 향후 연구 33

[참고문헌] 35
Degree
Master
Publisher
조선대학교 경영대학원
Citation
신병철. (2010). 부정적 언론보도 유형이 소비자 반응에 미치는 영향
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/1572
http://chosun.dcollection.net/common/orgView/200000241182
Appears in Collections:
Business > Theses(Master)(경영대학원)
Authorize & License
  • AuthorizeOpen
Files in This Item:

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.