| Summary: | 碩士 === 義守大學 === 企業管理學系 === 103 === Nowadays brand marketing becomes more diversified and the most popular way is brand anthropomorphism to outstand the brand personality and corporate image, and anticipate that customers will project their favorite to corporate and products. Before making a purchase decision, customers must choose a positive or negative evaluation to reflect their brand attitudes according to different brand characteristics. This research aims to investigate whether brand personalities (sincerity or ruggedness), the fitness between customers’ personality and brand personality, the level of anthropomorphism, brand responsibility, and two responses strategies (compensation or apology) influence consumers’ brand attitude when the brand faces negative publicity caused by product wrongdoings. This research collected 160 valid questionnaires and used Hierarchical Regression Analysis to analyze the empirical results. The fitness between customers’ personality and brand personality has significantly and positively influence on their brand attitudes. Customers show preference for the brands having sincere personality compared to the rugged one. When negative events happens, the level of anthropomorphism significantly and negatively influences on consumers’ brand attitude but positively on brand responsibility, moreover, brand responsibility is a full mediated variable between the level of anthropomorphism and brand responsibility. The compensation strategy would result in more favorite brand attitude than apology one.
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