The Influence of Negative Brand Publicity Perception on Negative Behaviors of Thai Generation Z Consumers
Article Sidebar
Main Article Content
Abstract
The main objectives of this study were 1) to analyze the confirmatory factors, and 2) to examine the influence of factors related to negative brand publicity perception (NBPP) on negative behaviors (NB) of Thai generation Z (Gen Z) consumers based on the developed Structural Equation Model. A questionnaire was used as a research tool. Data were collected from 406 Thai consumers who were 1st to 4th year university students. Confirmatory Factor Analysis and Structural Equation Model with the LISREL program were used to analyze the data. The findings were as follows: 1) Confirmatory factor analysis: (1) Latent variable in terms of consumer characteristics (CC), all 3 observed variables were as crucial aspects, namely Life Usage, Buying Decision, and Thinking Style, having factor loads as 0.66, 0.84, and 0.73 respectively, (2) Latent variable in terms of NBPP all 3 observed variables were as crucial aspects, namely information violence, type of brand, and perceptual channels, having factor loads as 0.92, 0.93, and 0.83 respectively, and (3) Latent variable in terms of brand blame (BB) both observed variables were as crucial aspects, namely blame level and blame causals, having factor loads as 0.92, 0.92 respectively; 2) Causal analysis with the structural equation model, it was also found that data fit the model, all statistics as Chi-Square = 105.99, df = 87, P = 0.08, Chi-Square/df = 1.22, RMSEA = 0.05. Findings were as follows: (1) Model 1: NBPP of consumers received positive direct effect at moderate level (DE = 0.54) from CC, and also found that the CC aspect could predict the NBPP of customers at 29.00 percent (P < .05); (2) Model 2: BB aspect received positive direct effect at moderate level (DE = 0.78) from NBPP of consumers while received positive indirect effect at the low level (IE = 0.42) from CC through the NBPP of consumers. It was also found that both CC and NBPP of consumer aspects could predict the BB aspect at 52.30 percent (P < .05); and (3) Model 3: NB factors aspect received received positive direct effect at the moderate level (DE = 0.53) from NBPP of consumers. In addition, this aspect received positive indirect effect at the low level (IE = 0.28) from CC through the NBPP of consumers. It was also found that these CC and NBPP of consumer aspects could predict the NB at 35.00 percent at the 0.05 level of significance.
Article Details
References
กมลรัตน์ พุ่มเฟือง. (2563). การเปิดรับข้อมูลข่าวสารเชิงลบ การรับรู้ความเสี่ยงที่มีความสัมพันธ์กับการตัดสินใจซื้อสินค้า ผ่านแอปพลิเคชันขายสินค้าออนไลน์ Shopee ของผู้บริโภคในเขตกรุงเทพมหานคร. การค้นคว้าอิสระปริญญานิเทศศาสตรมหาบัณฑิต มหาวิทยาลัยกรุงเทพ.
กันยา สุวรรณแสง. (2544). จิตวิทยาทั่วไป (พิมพ์ครั้งที่ 5). อักษรวิทยา.
ชูชัย สมิทธิไกร. (2556). พฤติกรรมผู้บริโภค (พิมพ์ครั้งที่ 5). สํานักพิมพ์จุฬาลงกรณ์มหาวิทยาลัย.
ทูเดย์. (2564). เจาะพฤติกรรมคน Gen Z ที่มักถูกเข้าใจผิด พร้อมกลยุทธ์มัดใจ พิชิตยอดขายให้แบรนด์. วันที่เข้าถึงข้อมูล 1 มีนาคม 2567, จาก https://workpointtoday.com/gen-z-behavior/.
ปริญญา พุทไธสง. (2565). ทำไมคนเราถึงชอบไถหน้าจอเสพข่าวร้าย (Doomscrolling) พร้อมเปิด 5 วิธีหยุดพฤติกรรมดังกล่าว. วันที่เข้าถึงข้อมูล 28 กุมภาพันธ์, 2567 แหล่งที่มา https://techsauce.co/connext/life-hacks/doomscrolling.
รุ่งนภา สารพิน. (2564). เจาะพฤติกรรมคนเจน Z วันที่เข้าถึงข้อมูล 15 มีนาคม 2567, แหล่งที่มา https://www.thaipost.net/main/detail/99870.
วันรบ บุญธรรม. (2554). NewBiES: 8 กลุ่มผู้ซื้อใหม่ พลิกโฉมหน้าการตลาดไทย. กรุงเทพธุรกิจ.
วัลลภ ถาสุก. (2561). อารมณ์เชิงลบ พฤติกรรมเชิงลบ และการให้อภัยแบรนด์สินค้าและบริการของผู้บริโภคไทย. วิทยานิพนธ์ปริญญานิเทศศาสตรมหาบัณฑิต มหาวิทยาลัยหอการค้าไทย.
สิทธิโชค วรานุสันติกุล. (2544). จิตวิทยาการศึกษา. รวมศาสตร์.
สุทธนิภา ศรีไสย์. (2566). การสื่อสารแบรนด์กับผู้บริโภคเชิงลบ: แนวคิด ทฤษฎี และงานวิจัย (พิมพ์ครั้งที่ 1). สำนักพิมพ์จุฬาลงกรณ์มหาวิทยาลัย.
สุทธนู ศรีไสย์. (2551). สถิติประยุกต์สำหรับงานวิจัยทางสังคมศาสตร์. คณะครุศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย.
เสรี วงษ์มณฑา. (2542). กลยุทธ์การตลาด: การวางแผนการตลาด. ธีระฟิล์มและไซเท็กซ์.
Abeda, F., & Büttgen, M. (2022). Should corporations care about negative brand publicity? : Understanding the impact of negative brand publicity on employees’ corporate brand pride. Journal of business strategies, 39(1), 1 - 32.
Ahluwalia, R., & Gürhan-Canli, Z. (2000). The effects of extensions on the family brand name: an accessibility diagnosticity perspective. Journal of Consumer Research, 27(3), 371 - 381.
Basar, B. (2022). Multiple instances of negative publicity: the role of publicity domain similarity. Journal of Marketing Communications, 28(6), 591 - 616.
Berger, J., Sorensen, A., & Rasmussen, S. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815 - 827.
Bond, J., & Kirshenbaum, R. (1998). Under the Radar: Talking to Today’s Cynical Consumer. Wiley.
Brandão, A., & Popoli, P. (2023). “I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities. European Business Review, 35(3), 444 - 466.
Burger, J. M. (1981). Motivational biases in the attribution of responsibility for an accident: A meta-analysis of the defensive-attribution hypothesis. Psychological Bulletin, 90, 496 - 512
Carvalho, S. W., Muralidharan, E., & Bapuji, H. (2015). Corporate social 'Irresponsibility': Are consumers' biases in attribution of blame helping companies in product–harm crises involving hybrid products? Journal of Business Ethics, 130, 651–663.
Chaiken, A. L., & Darley, J. M. (1973). Victim or perpetrator: Defensive attribution of responsibility and the need for order and justice. Journal of Personality and Social Psychology, 25, 268 - 275.
Childers, C., & Boatwright, B. (2021). Do Digital Natives Recognize Digital Influence? Generational differences and understanding of social media influencers. Journal of Current Issues & Research in Advertising, 42(4), 425 – 442.
Claeys, A. S., Cauberghe, V., & Vyncke, P. (2010). Restoring reputations in times of crisis: An experimental study of the Situational Crisis Communication Theory and the moderating effects of locus of control. Public Relations Review, 36(3), 256 - 262.
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, 55(7), 1841 - 1872.
Corcoran, S. (2009). No media should stand alone: Defining the roles of owned, earned, and paid media in online marketing. Retrieved February 29, 2024 from https://www.forrester.com/report/no-media-should-stand-alone/RES54869
Cremer, D. D. (2010). To pay or to apologize? On the psychology of dealing with unfair offers in a dictator game. Journal of Economic Psychology, 31(6), 843 - 848.
Curren, M. T., & Folkes, V. (1987). Attributional influences on consumers’ desires to communicate about products. Psychology and Marketing, 4(1), 31 - 45.
Dean, D. H. (2004). Consumer reaction to negative publicity. Journal of Business Communication, 41(2), 192 - 211.
DeCarlo, T. E., Laczniak, R., Motley, C., & Ramaswami, S. (2007). Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities. Journal of Marketing Theory and Practice, 15(1), 41 - 51.
Dentoni, D, Tonsor, G., Calantone, R., & Peterson, H. (2011). Animal welfare’ practices along the food chain: How does negative and positive information affect consumers. Journal of Food Products Marketing, 17(2-3), 279 - 302.
utta, S., & Pullig, C. (2011). Effectiveness of corporate responses to brand crisis: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281 - 1287.
Ein-Gar, D., Shiv, B., & Tormala, Z. L. (2012). When blemishing leads to blossoming: The positive effect of negative information. Journal of Consumer Research, 38(5), 846 - 859.
Feng, Y. , Chen, H. , & Kong, Q. (2021). An expert with whom I can identify: The role of narratives in influencer marketing. International Journal of Advertising, 40(7), 972–993.
Folkes, V. S., Koletsky, S., & Graham, J. (1987). A field study of causal inferences and consumer reaction: The view from the airport. Journal of Consumer Research, 13(4), 534 - 539.
Germann, F. , Hess, R. L. , & Meloy, M. G. (2021). Do retailers get blamed when manufacturer brands fail? Measurement of multiloci attributions and spillover effects. In Kumar, V. & Stewart, D. W. (Ed.), Marketing Accountability for Marketing and Non-Marketing Outcomes: Review of Marketing Research, 18 (pp. 111-128). Emerald Publishing Limited.
Gilbert, P. (2021). Creating a compassionate world: Addressing the conflicts between sharing and caring versus controlling and holding evolved strategies. Frontiers in Psychology, 11.
Griffin, R. J., Yang, Z., ter Huurne, E., Boerner, F., Ortiz, S., & Dunwoody, S. (2008). After the flood anger, attribution, and the seeking of information. Science Communication, 29(3), 285 - 315.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54, 265 - 273.
Haselhuhn, M. P., Schweitzer, M. E., & Brooks, A. W. (2010). How implicit beliefs influence trust recovery. Psychological Science, 21(5), 645 - 648.
Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13 - 25.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454 – 462.
Hess, R. L., Meloy, M. T., & Ross, W. T. (2015). Who is to blame? The effects of store image and product branding on the assignment of responsibility for failures involving multiple firms. In Spotts, H. (eds), Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.
Hofstede, G. (2005). Culture’s consequences: comparing values. Behaviors, instructions, and Organizations across nations (2nd ed.). SAGE Publications.
Hosmer, L. T. (1995). Trust: The connecting link between organizational theory and philosophical ethics. The Academy of Management Review, 20(2), 379 – 403.
Hsiao, K.-L., & Chen, C.-C. (2021). What drives continuance intention to use a food-ordering chatbot? An examination of trust and satisfaction. Library Hi Tech, 40(4), 929 - 946.
Huang, J. H., & Chen, Y. (2006). Herding in online product choice. Psychology and Marketing, 23(5), 413 - 428.
Ivanova, A., & Smrikarov, A. (2009). The new generations of students and the future of e-learning in higher education. In International Conference on e-Learning and the Knowledge Society e-Learning’09 (pp. 17 - 25). Berlin.
Jin, C. H. , & Lee, J. Y. (2019). The halo effect of CSR activity: types of CSR activity and negative information effects. Sustainability, 11(7), 2067.
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803 - 814.
Kaplan, E. B. (2020). The millennial/gen z leftists are emerging: Are sociologists ready for them? Sociological Perspectives, 63, 408 – 427.
Kardaras, N. (2016). Generation z. Scientific American Mind, 27(5), 64 – 69.
Kelley, H. H. (1971). Attribution in Social Interaction. General Learning Press.
Kim, S. H., Carvalho, J., & Cooksey, C. (2007). Exploring the effects of negative publicity: News coverage and public perceptions of a university. Public Relations Review, 33(2), 233 - 235.
Kline, R. B. (1998). Principles and practice of structural equation modeling. New York: Guild Press.
Kotler, P. (2015). Framework for marketing management. Pearson Education.
Kouabenan, D. R., Gilibert, D., Medina, M., & Bouzon, F. (2001). Hierarchical position, gender, accident severity, and causal attribution. Journal of Applied Social Psychology, 31(3), 553 - 575.
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers’ responses to negative word-of-mouth communication: An attribution theory perspective. Journal of consumer Psychology, 11(1), 57 - 73.
Laufer, D., & Coombs, W. T. (2006). How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues. Business Horizons, 49, 379 - 385.
Laufer, D. , Gillespie, K. , McBride, B. , & Gonzalez, S. (2005). The role of severity in consumer attributions of blame: defensive attributions in product-harm crises in Mexico. Journal of International Consumer Marketing, 17(2-3), 33 - 50.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341 - 352.
Lee, M., Conroy, D., & Motion, J. (2009). Brand avoidance: A negative promises perspective. Advances in Consumer Research, 36, 421 - 429.
Leong, S. M., Cote, J. A., Ang, S. H., Tan, S. J., Jung, K., Kau, A.K., Pornpitakpan, C. (2008). Understanding consumer animosity in an international crisis: Nature, antecedents, and consequences. Journal of International Business Studies, 39(6), 996 - 1009.
Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Harvard Business Review Press.
Li, Z. C., & Stacks, D. (2017). When the relationships fail: A microperspective on consumer responses to service failure. Journal of Public Relations Research, 29(4), 158 – 175.
Liao, J., He, S., Hu, Y., Chen, J., & Dong, X. (2023). Understanding local consumers' reactions to perceived unfair product recalls of foreign brands: A relative deprivation perspective. Asia Pacific Journal of Marketing and Logistics, 35(9), 2216 - 2234.
Liu, F., & Sweeney, J. (2011). A study on brand negativity publicity: performance and value relevance. In Australia and New Zealand Marketing Academy Conference 2011 November 28 – 30, 2011. Edith Cowan University.
Louie, T. A. , & Obermiller, C. (2002). Consumer response to a firm’s endorser (dis) association decisions. Journal of Advertising, 31(4), 41 - 52.
Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(3), 361 - 367.
Mattila, A. S., & Ro, H. (2008). Discrete negative emotions and customer dissatisfaction responses in a casual restaurant setting. Journal of Hospitality & Tourism Research, 32(1), 89 - 107.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29.
Phillips, D. (1985). Defensive attribution of responsibility in juridic decisions. Journal of Applied Social Psychology, 15, 483 - 501.
Plackett, B. (2020). The science behind doomscrolling: Researchers encourage monitoring "the frequency and volume of news" consumed. Retrieved February 29, 2024 from https://abcnews.go.com/Technology/science-doomscrolling/story?id=74402415.
Preijers, S. (2016). BRAND HATE; Exploring and understanding the concept. Master’s thesis Department of Business Administration Radboud University Nijmegen.
Pullig, C., Netemeyer, R. G., & Biswas, A. (2006). Attitude basis, certainty, and challenge alignment: A case of negative brand publicity. Journal of the Academy of Marketing Science, 34(4), 528 - 542.
Raju, S., Unnava, H. R., & Montgomery, N. V. (2009). The moderating effect of brand commitment on the evaluation of competitive brands. Journal of Advertising, 38(2), 21-36
Reynolds, K. E., Folse, J. A. G., & Jones, M. A. (2006). Search regret: antecedents and consequences. Journal of Retailing, 82(4), 339 - 348.
Robbennolt, J. K. (2000). Outcome severity and judgments of responsibility: A meta-analytic review1. Journal of Applied Social Psychology, 30(12), 2575 - 2609.
Romeo, J. B. (1991). The effect of negative information on the evaluations of brand extensions and the family brand. Advances in Consumer Research, 18(1), 399 - 406.
Roozen, I., & Raedts, M. (2020). The power of negative publicity on the fast fashion industry. Journal of Global Fashion Marketing, 11(2), 1 - 17.
Rosenthal, M., & Schlesinger, M. (2002). Not afraid to blame: the neglected role of blame attribution in medical consumerism and some implications for health policy. The Milbank Quarterly, 80(1), 41 - 95.
Sampedro, A. (2017). Brand Hate and Brand Forgiveness - A Dynamic Analysis. Honors Program Theses, 49, 1 – 84.
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159 - 169.
Shaw, J., & McMartin, J. (1977). Personal and situational determinants of attribution of responsibility for an accident. Human Relations, 30, 95 - 107.
Sherrell, D. L., & Reidenbach, R. E. (1986). A consumer response framework for negative publicity: Suggestions for response strategies. Akron Business and Economic Review, 17(2), 35 - 44.
Shimp, T., & Andrews, J. C. (2013). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage Learning.
Skowronski, J. J., & Carlston, D. E. (1989). Negativity and extremity biases in impression formation: A review of explanations. Psychological Bulletin, 105(1), 131 - 142.
Sparks, B. A., & Callan, V. J. (1997). Service breakdowns and service evaluations: The role of customer attributions. Journal of Hospitality & Leisure Marketing, 4(2), 3 - 24.
Steiger, J. H. (1990). Structural model evaluation and modification: An internal estimation approach. Multivariate Behavioral Research, 25, 173 - 180.
Swanson, S. R., & Kelley, S. W. (2001). Attributions and outcomes of the service recovery process. Journal of Marketing Theory and Practice, 9(4), 50 - 65.
Ullman, J. B. (2001). Structural equation modeling. In B. G. Tabachnick, & L. S. Fidell (Eds.). Using Multivariate Statistics (4th ed.). Allyn Bacon.
Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: Attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170 - 180.
Wan, A. (2019). Effectiveness of a brand’s paid, owned, and earned media in a social media environment. Retrieved February 25, 2024 from https://scholarcommons.sc.edu/etd/5262/.
Wang, E. (2023). Revitalize traditional agriculture: Chinese consumer perception and preference of “Modern” organic and sustainable traditional rice products. Sustainability, 15(12), 9206.
Weiner, B. (1983). Some methodological pitfalls in attributional research. Journal of Educational Psychology, 75(4), 530 - 543.
Whelan, J., & Dawar, N. (2016). Attributions of blame following a product-harm crisis depend on consumers’ attachment styles. Marketing Letters, 27(2), 285 - 294.
Wyatt, R. O., & Badger, D. P. (1984). How reviews affect interest in and evaluation of films. Journalism Quarterly, 61(4), 874 - 878.
Yoon, S. (2013). Do negative consumption experiences hurt manufacturers or retailers? the influence of reasoning style on consumer blame attributions and purchase intention. Psychology & Marketing, 30(7), 555 - 565.
Yu, M., Liu, F., Lee, J., & Soutar, G. (2018). The influence of negative publicity on brand equity: Attribution, image, attitude and purchase intention. Journal of Product & Brand Management, 27(4), 440 – 451.