產品涉入、品牌忠誠與危機溝通模型

Product Involvement, Brand Loyalty and Crisis Communication Model

10.6459/JCM.201409_11(2).0009

姚惠忠(H. C. Yao)；莊傑雄(C. H. Chuang)

產品涉入度 ； 品牌忠誠度 ； 情境式危機溝通理論 ； 組織聲譽 ； 負面口碑 ； Product involvement ； Brand loyalty ； Situational crisis communication theory ； Organizational reputation ； Negative word of mouth

危機管理學刊

11卷2期（2014 / 09 / 01）

91 - 100

繁體中文

本研究以調查法探討消費者產品涉入程度與品牌忠誠度加入SCCT模型的可行性。研究結果發現，涉入程度會正向影響品牌忠誠度與公眾怒氣。品牌忠誠度會正向影響組織聲譽並負向影響負面口碑。公眾怒氣會負向影響聲譽並正向影響負面口碑。高產品涉入、高品牌忠誠的消費者不僅能對組織有較高的聲譽評價，且會減少對組織的負面口碑，從而減緩組織在危機事件當中的傷害。但是，產品涉入程度高、對發生危機的品牌忠誠度低的消費者，則可能因為對危機事件產生怒氣，進而對組織有不利的結果。因此，本研究建議組織應該針對高產品涉入者培養其品牌忠誠度，以期待這些高產品涉入的消費者對組織產生較正面的聲譽評價。

This study aims to investigate consumers' product involvement and brand loyalty into SCCT model. Using questionnaire survey, the results show that product involvement has positive effect on brand loyalty and public anger. Brand loyalty has positive effect toward organizational reputation and negative effect toward negative word of mouth. Public anger have negative effect toward organizational reputation and positive effect toward negative word of mouth. Consumers with high product involvement and high brand loyalty not only enhance reputation for organization, but reduce negative effect on word of mouth, which then reducing damage to an organization. On the other hand, brand crisis may evoke public anger and other adverse results if consumers have high product involvement but low brand loyalty. Therefore, This study suggests that organization should develop their brand loyalty for those consumers who with high product involvement and expected these consumers to bring more positive reputation for organization.

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