Influences of different brand crisis on customer brand perceptions : moderating influences of brand love

Abstract

A crisis can have a devastating effect on a brand. In this study we have sought to find out what effect different kinds of crisis has on consumers’ attitude, purchase intention, performance risk and social risk (dependent variables). We have also looked at what effect brand love has on the dependent variables. Finally, we have looked at what moderating effect brand love has on the relationship between crisis and the dependent variables. We have answered these research questions by doing an experiment where we have used a made-up brand and a made-up crisis. Our main findings are that a crisis that affects the core values of a brand has a larger effect on purchase intention than a crisis that is related to the performance of a product. Also, brand love was found to dampen the effect a crisis had on purchase intention.