研究生: |
克路瑟 Christoph Lex |
---|---|
論文名稱: |
國家形象及主觀知識在態度改變上之研究:以經典品牌醜聞初期之抗拒說服為例 Examining Resistance to Persuasion After Prototype Brand Transgressions: The Effect of Subjective Knowledge and Ethnocentrism on Consumer Attitude Change |
指導教授: |
沈永正
Shen, Yung-Cheng |
學位類別: |
碩士 Master |
系所名稱: |
管理研究所 Graduate Institute of Management |
論文出版年: | 2016 |
畢業學年度: | 104 |
語文別: | 英文 |
論文頁數: | 212 |
中文關鍵詞: | 品牌醜聞 、原型理論 、民族主義 、抗拒說服 、社會義勇主義 |
英文關鍵詞: | resistance to persuasion, brand transgression, ethnocentrism, social vigilantism |
DOI URL: | https://doi.org/10.6345/NTNU202205065 |
論文種類: | 學術論文 |
相關次數: | 點閱:122 下載:14 |
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Considering the increasing amount of brand transgressions, their impacts on consumer attitudes
have received very limited attention by literature. Research on resistance to persuasion and
attitude change has shown that individuals are motivated to maintain stable belief systems and
are reluctant to change their attitudes towards products, brands or services. Relatively little is
known about attitude formation after brand scandals. In this study, the author investigates (1)
the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and
mode of individual attitude change after a major brand transgression as well as (2) the
underlying resistance strategies used to prevent attitude change. The results of a study reveal
that the likelihood of employing efficient resistance strategies can be used as substitute for
attitude retention. The level of subjective knowledge and ethnocentrism show a positive
interaction with the degree of attitude change. In contradistinction to the majority of research
on country attitudes, attitude change is not influenced by a country-of-origin effect.
Considering the increasing amount of brand transgressions, their impacts on consumer attitudes
have received very limited attention by literature. Research on resistance to persuasion and
attitude change has shown that individuals are motivated to maintain stable belief systems and
are reluctant to change their attitudes towards products, brands or services. Relatively little is
known about attitude formation after brand scandals. In this study, the author investigates (1)
the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and
mode of individual attitude change after a major brand transgression as well as (2) the
underlying resistance strategies used to prevent attitude change. The results of a study reveal
that the likelihood of employing efficient resistance strategies can be used as substitute for
attitude retention. The level of subjective knowledge and ethnocentrism show a positive
interaction with the degree of attitude change. In contradistinction to the majority of research
on country attitudes, attitude change is not influenced by a country-of-origin effect.
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