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

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dc.contributor沈永正zh_TW
dc.contributorShen, Yung-Chengen_US
dc.contributor.author克路瑟zh_TW
dc.contributor.authorChristoph Lexen_US
dc.date.accessioned2019-09-03T09:57:38Z
dc.date.available2016-02-22
dc.date.available2019-09-03T09:57:38Z
dc.date.issued2016
dc.description.abstractConsidering 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.zh_TW
dc.description.abstractConsidering 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.en_US
dc.description.sponsorship管理研究所zh_TW
dc.identifierG060355028O
dc.identifier.urihttp://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060355028O%22.&%22.id.&
dc.identifier.urihttp://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94642
dc.language英文
dc.subject品牌醜聞zh_TW
dc.subject原型理論zh_TW
dc.subject民族主義zh_TW
dc.subject抗拒說服zh_TW
dc.subject社會義勇主義zh_TW
dc.subjectcountry of originen_US
dc.subjectresistance to persuasionen_US
dc.subjectprototype theoryen_US
dc.subjectbrand transgressionen_US
dc.subjectsubjective knowledgeen_US
dc.subjectethnocentrismen_US
dc.subjectsocial vigilantismen_US
dc.title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zh_TW
dc.titleExamining Resistance to Persuasion After Prototype Brand Transgressions: The Effect of Subjective Knowledge and Ethnocentrism on Consumer Attitude Changeen_US

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