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| The Influence of Negative E-WOM Dispersion on Brand Equity After Agri-Brand Crisis |
| BAI Zhonghu，SHI Zhenzhen，QING Ping |
| 1.Huazhong Agricultural University, Wuhan, China; 2. Central South University, Changsha, China |
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Abstract Based on attribution theory, three experiments were conducted to explore the impact of negative electronic word-of-mouth (E-WOM) dispersion on consumer-based brand equity after the Agri-brand crisis. The findings indicate that: ①Compared with the case where the dispersion of negative E-WOM is low, when the dispersion of negative E-WOM is high, consumers attribute less responsibility to the brand in crisis and the brand’s equity is higher. ②When the dispersion of negative E-WOM is high, providing this information to consumers can significantly reduce their responsibility attribution to the crisis and enhance brand equity compared with not providing this information to consumers. ③When there is clear crisis responsibility attribution information, the impact of negative E-WOM dispersion on brand equity will disappear. ④When the dispersion of negative E-WOM is high, using a justification strategy can significantly improve brand equity more than a remediation strategy; when the dispersion of negative E-WOM is low, using a remediation strategy can significantly improve brand equity more than a justification strategy.
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Received: 07 June 2023
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