부정적 언론보도 유형이 소비자 반응에 미치는 영향

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.