브랜드위기에 따른 브랜드실망감의 파급효과

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effects of consumers' brand disappointment caused by product brand crisis on company reputation, and both on crisis-related product brands and on crisis-unrelated product brands. We also examine the moderating effect of consumercorporate brand relationship. With consideration of company reputation and product category, we devised the scenario of brand crisis based on the improper response to the defects of G refrigerator, the main brand in S electronic company. G Kimchi refrigerator was selected as the crisis-related product brand and H washing machine was selected as crisis-unrelated product brand of the same company. Data were collected by research company and the hypotheses were tested using structural equation modeling analysis and hierarchical regression analysis.
The result of analyses shows that the product brand crisis causes the strong negative effect to the consumers' brand disappointment. It is also found that brand disappointment affects negatively company reputation, crisis-related product brand and even crisis-unrelated product brand. Moderating effects of the consumer-corporate brand relationship to the effects of consumers' brand disappointment on company reputation, brand trust and perceived risk were statistically significant in all situations except the perceived risk of crisis-related product brand. As such, consumers' brand disappointment effects negatively company reputation except the case of good consumer-corporate brand relationship. In addition, consumers' brand disappointment effects negatively trust of crisis-unrelated product brand as well as that of crisis-related product brand. But, the negative effect is reduced in the case of good consumer-corporate brand relationship. And consumers' brand disappointment may increase the perceived risks of crisis-related product brand and of crisis-unrelated product brand. The perceived risk of crisis-unrelated product brand can be increased if consumer-corporate brand relationship is bad. However, the consumercorporate brand relationship does not show any effects to perceived risk of crisis-related product brand. We believe that this research will be useful both in identifying negative effects of brand crisis of leading product on other product brands in the same company, and in planning the effective brand strategy to cope with product brand crisis.

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