沈永正Shen, Yung-Cheng克路瑟Christoph Lex2019-09-032016-02-222019-09-032016http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060355028O%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94642Considering 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.品牌醜聞原型理論民族主義抗拒說服社會義勇主義country of originresistance to persuasionprototype theorybrand transgressionsubjective knowledgeethnocentrismsocial vigilantism