The effects of brand crisis on brand evaluation and consumer´s willingness of brand relationship rebuilding: The moderating effect of self-image congruence

Nowadays, enterprises are more likely to encounter brand crises. Once brand crises happen, consumers tend to have a negative evaluation on the brand. Different types of brand crisis will lead to different damage to brand evaluation. Compared to passive brand crises, initiative brand crises will make consumers have much more negative evaluation on the brand. Consumer´s self-image congruence will moderate the relationship between brand crisis and brand evaluation. If the self-image congruence is high, the negative evaluation will be small; if the self-image congruence is low, the negative evaluation will be relatively large. Brand evaluation will mediate the relationship between brand crisis and consumer´s willingness of brand relationship rebuilding. In this paper, experimental method is used to verify all the hypotheses.