The impact path research of negative IWOM on brand equity based on cognitive trust

This paper, utilizing correlation analysis and path analysis methods, researches the impact path of negative Internet word related to the mouth on brand equity and quality through cognitive trust concept by regarding universal consumers as study principal body. This research aims to further promote the IWOM research system in China. The empirical conclusions unveil some relationship: (1) the cognitive trust of negative IWOM has negative correlation with cognitive qualified and positively correlated with the brand association at the 0.05 level of significance, however, no prominent correlation was figured out between cognitive trust and brand loyalty; (2) the cognitive trust of negative IWOM influences the brand association directly, meanwhile indirectly, the risk perception influences brand association indirectly, which can conclude and abstract the effect mechanism of the cognitive trust of negative IWOM on brand equity and quality.