|
|
|
| The Influence of Social Comparison Orientation and Group Identification on Intergroup Trust:An Empirical Study on the Process of Brand-group Crisis |
| YANG Guoliang,WEI Haiying |
|
|
|
|
Abstract Different from the restriction of previous explanations on brand crisis and spillover effect, this paper focuses on the social psychological process in brand-group crisis. Based on the intergroup relation theory, the paper analyzes the influences of social comparison orientation and in-group identification on intergroup trust. The results reveal that consumer-group members' social comparison orientation and identification will raise their sense of relative deprivation, which will exaggerate their negative emotions and destroy the intergroup trust. Therefore, social comparison theory would be another pathway to explain the collective action besides the overwhelming theory of social identification. These findings may contribute to expanding the frontier of brand-group crisis studies and evoke the brand-group managers to reconsider the social psychology variables in their post-crisis strategies.
|
|
Received: 19 April 2016
Published: 15 September 2016
|
|
|
|
Corresponding Authors:
YANG Guoliang
E-mail: comeinman@126.com
|
|
|
|
|
|
|
2016, Vol. 
浙公网安备 33011802000512号