Perception of Rumor by Consumer and Brand Attitude

摘要: This paper provides a review of the research on relationship between consumer rumor and marketing management in general, rumor`s effects brand particular. Also corporations` efforts for managing negative were discussed. In subsequential article, this study analyzes consumer`s perception origin rumors through contents analysis method, performs ANOVA addition to identify if assets such as loyalty involvement can affect credibility significantly. Based these results, considers some implications crisis communications. According both corresponding brands competitor`s at time relationships existing favorable attitude are not significant enough.