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Perception of Rumor by Consumer and Brand Attitude

소비자의 루머 인식과 브랜드 태도

  • Received : 2010.06.25
  • Accepted : 2010.11.15
  • Published : 2010.11.28

Abstract

This paper provides a review of the research on the relationship between consumer rumor and marketing management in general, and rumor's effects on brand in particular. Also corporations' efforts for managing negative rumor were discussed. In the subsequential article, this study analyzes the consumer's perception of the origin of rumors through contents analysis method, and performs ANOVA study in addition to identify if brand assets such as brand loyalty and brand involvement can affect rumor credibility perception significantly. Based on these results, this study considers some implications for brand crisis management and communications. According to the results, a brand rumor can affect both the corresponding brands and competitor's brands at a time and the relationships between existing favorable brand attitude of consumer and rumor credibility are not significant enough.

Keywords

Rumor;Brand Attitude;Brand Loyalty;Contents Analysis

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