新西兰论文不会写：品牌效应与信任

新西兰论文不会写：品牌效应与信任

态度品牌忠诚:消费者为获得产品而付出高价的意愿。对于这些消费者来说，品牌的价格不是问题，而是对品牌的重要性或态度塑造了他们的购买行为Chaudhuri， & Holbrook, 2001)。大众汽车曾被认为是一个可靠的品牌，凭借这一形象帮助销售了一些汽车。品牌形象是公司的重要资产。在排放丑闻之后，该公司已经破坏了该品牌的形象和信誉(Schnittka, Sattler， & Farsky, 2013)。已经有一些机构失去了对该品牌的喜爱，并且由于排放丑闻，该品牌受到了公众的普遍鄙视。由于这一丑闻，该公司已公开道歉，损失了三分之一的资产，并召回了有缺陷的产品。公司也为解决这个问题做了很多努力。他们已经迈出了纠正问题和处理技术问题的第一步。他们要求一些外部机构详细验证产品，以建立消费者的信任(Schnittka, Sattler， & Farsky, 2013)。

新西兰论文不会写：品牌效应与信任
消费者的抵制态度是消费者阻止自己购买该品牌的感觉(Farah， & Newman, 2010)。这种抵制态度的影响对消费者的品牌形象和产品的销售产生了不利的影响。Lee, Motion & Conroy(2009)提出了反消费背后的理论。在这一过程中，识别出了决定抵制态度和品牌回避产品的三个变量。品牌回避可分为实验回避、身份回避和道德品牌回避三种。本研究基于定性分析(Lee, Motion & Conroy, 2009)。实验回避发生在消费者的多样化寻求行为中存在未满足预期的情况下。身份回避是指品牌的身份不同于个人身份(Lee, Motion & Conroy, 2009)。道德回避是基于个体道德认同的差异和品牌对社会的差异(Lee, Motion & Conroy, 2009)。

新西兰论文不会写：品牌效应与信任

Attitudinal brand loyalty:Is the intention of the consumer to pay premium price to gain the product. For these consumers the price of the brand is not the issue rather it is rather the importance or the attitude towards the brand that shape their buying behavior Chaudhuri, & Holbrook, 2001). Volkswagen was once considered to be a reliable brand that had helped sold a number of units owing to this image. The brand image was a substantial asset to the company. This company had destroyed the brand image and the credibility of the brand after the emission scandal (Schnittka, Sattler, & Farsky, 2013). There have been a number of agencies that lost its favor of the brand and there is a general public disdain for the brand because of the emission scandal. Owing to this scandal the company has issued a public apology, lost one third of its assets and recalled the defective units. There have also been numerous efforts undertaken by the company to deal with this issue. They have taken the first initial step of rectifying the issue and dealing with the technical issue. They have asked a number of external agencies to verify the product in detail in an effort to build consumer trust (Schnittka, Sattler, & Farsky, 2013).

新西兰论文不会写：品牌效应与信任
The boycott attitude of a consumer is the feeling of the consumer to stop themselves from buying the brand (Farah, & Newman, 2010). This impact of boycott attitude of the consumer affects the brand image and the sales of the product adversely. Lee, Motion & Conroy, (2009) had proposed the theory behind anti-consumption. In this there has been identification of three variables in determining about the boycott attitude and brand avoidance of the product. Brand avoidance can be divided into three kinds it is experimental avoidance, identity avoidance and moral brand avoidance. This study was based on qualitative analysis (Lee, Motion & Conroy, 2009). Experimental avoidance occurs when there are unmet expectations during variety seeking behavior of the consumers. Identity avoidance is when the identity of the brand is different from the individual identity (Lee, Motion & Conroy, 2009). Moral avoidance is based on the difference between the moral identity of the individuals and about the difference between the brand on society (Lee, Motion & Conroy, 2009).