顾客对负面营销事件分析一般遵循归因信息加工模式,顾客会从控制点、稳定性和可控性三个方面对负面营销事件的原因和责任进行归因,品牌形象和品牌忠诚随之发生改变,高品牌资产的犯错品牌能弱化事件的负面影响。同时,消费者个性特质会使归因具有大的不确定性。 Customer analysis of negative marketing events generally follow the pattern of attribution of information processing, the customer from the control point, stability and controllability from three aspects of the causes of negative marketing events and responsibilities attribution, the brand image and brand loyalty change , The wrong brand of high-brand assets can weaken the negative effects of the incident. At the same time, consumer personality traits will cause attribution with great uncertainty.