브랜드 스캔들의 부정적 확산 효과 영향요인에 관한 연구

Abstract

This study examined causality using structural equation model for the psychological characteristics of crisis severity, ability and honesty factors on the effect of brand scandal spreading negatively. The structural equation was used to examine the direct effect of severity on the attitudes of the company and its competitors, and the effect of mediating ability and honesty using survey data(N=309). Studies have shown that the seriousness awareness of brand scandals has a directly significant negative impact not only on the attitude of the brand but also on the attitude of the rival brand, The discriminatory implications of the results of this study is that existing studies on the spread of brand scandals have identified that the severity factor of the scandal affects the attitudes of the company and its competitors only through parameters, while this study has found that the severity factor of the scandal can directly affect the attitudes of the company and its competitors without parameters.