网络负面谣言与品牌崇拜：品牌口碑与沟通技巧的作用

文章对网络负面谣言与消费者品牌崇拜的关系，以及品牌口碑与沟通技巧在以上关系中所起的中介与调节作用进行了实证研究。研究以广州地区211家品牌服饰企业的品牌管理者为实证研究对象，通过对问卷调查数据进行层级回归分析发现：(1)网络负面谣言不但会直接负向影响消费者对企业的品牌崇拜，而且还会通过负向影响企业的品牌口碑，继而对消费者品牌崇拜产生负面影响，品牌口碑在网络负面谣言与消费者品牌崇拜关系中起部分中介作用；(2)沟通技巧程度强的企业品牌更能抵制网络负面谣言的影响，相对于低沟通技巧的企业，高沟通技巧企业的消费者较少因为网络负面谣言而降低其对原有消费品牌的崇拜。

Negative Network Rumor and Brand Adoration:The Role of Brand Word-of-Mouth and Communication Skills

This paper makes an empirical study on the relationship between negative online rumors and consumer brand adoration, and it also explores the mediating and regulating role of brand word-of-mouth and communication skills in the above relationship. The research takes the brand managers of 211 brand clothing enterprises in Guangzhou as the empirical research object. Through the hierarchical regression analysis of the questionnaire data, it is found that: (1)negative online rumors will not only directly and negatively affect consumers' brand adoration of enterprises, but also negatively affect the brand word-of-mouth of enterprises, and then have a negative impact on consumers' brand adoration. Brand word-of-mouth plays a partially intermediary role in the relationship between negative online rumors and consumer brand adoration; (2)enterprise brands with strong communication skills are better able to resist the impact of negative online rumors. Compared with enterprises with low communication skills, consumers of enterprises with high communication skills are less likely to reduce their adoration of the original consumer brands because of negative online rumors.