The Influence of Brand Personality and Corporate Social Participation on Brand Relationships-Types of Enterprise Crisis, Personality Trait as Moderators.

• Main Authors: Tse-Jung Chiu, 邱則融
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/68339486120752742813

碩士 === 雲林科技大學 === 企業管理系碩士班 === 97 === “Crisis Management” is a very important issue for a company. When a company encounters a crisis, they have to deal with it immediately. Most of the research that have been done before focus on the strategy after crisis. This research focuses on the strategy before the crisis. There are three experiments： When different kinds of brand personality encounter interior or exterior crisis, will the influence of brand relationship be different？ When a company which has high or low rate of corporate social participation encounters interior or exterior crisis, will the influence of brand relationship be different？ When different kinds of brand personality encounter the same crisis, will the influence of brand relationship for the customers who have different personality trait be different？ Companies could use the result to consider about the possibility of crisis may happen in the future before they use brand personality strategy and corporate social participation. Besides, they could also use it to do some strategy in the beginning to prevent the influence of crisis. This research uses questionnaire to investigate the change of brand relationship for customers before and after the crisis. Using two-way Anova and getting the following result： 1.When interior crisis happens, the influence of “exciting” would smaller than “sincere”. When exterior crisis happens, there is a trend that the influence of “sincere” would smaller than “exciting”. 2.No matter what kind of crisis happen, corporate social participant has no outstanding influence for brand relationship. 3.When “exciting” encounters a crisis, the influence of extravert would smaller than introvert；When “sincere” encounters a crisis, the influence of introvert would smaller than extravert.