Table 6 Impacts of negative publicity...

Table 6

Impacts of negative publicity and repairing strategies on brand trust and image congruity

Construct	Negative publicity	Repair strategy	M (S.D.)	Difference (S.E.)	T	P
Brand Trust	performance-related	Before apology	3.87 (1.35)	0.22	−1.06	0.08
		After apology	4.11 (1.52)	0.22	−1.06	0.08
		Before compensation	3.87 (1.35)	0.18	−8.98***	<0.001
		After compensation	5.48 (0.98)	0.18	−8.98***	<0.001
	value-related	Before apology	3.88 (1.52)	0.21	−7.13***	<0.001
		After apology	5.35 (1.15)	0.21	−7.13***	<0.001
		Before compensation	3.88 (1.52)	0.24	−0.62	0.39
		After compensation	4.03 (1.66)	0.24	−0.62	0.39
Functional congruity	performance-related	Before apology	4.22 (1.32)	0.17	−6.33***	<0.001
		After apology	5.32 (0.95)	0.17	−6.33***	<0.001
		Before compensation	4.22 (1.32)	0.17	−7.78***	<0.001
		After compensation	5.51 (0.82)	0.17	−7.78***	<0.001
	value-related	Before apology	4.49 (1.39)	0.20	−3.58*	0.05
		After apology	5.20 (1.20)	0.20	−3.58*	0.05
		Before compensation	4.49 (1.39)	0.21	−1.29	0.32
		After compensation	4.75 (1.32)	0.21	−1.29	0.32
Self- congruity	performance-related	Before apology	3.74 (1.43)	0.21	−2.30	0.55
		After apology	4.23 (1.36)	0.21	−2.30	0.55
		Before compensation	3.74 (1.43)	0.21	−5.54	0.18
		After compensation	4.89 (1.29)	0.21	−5.54	0.18
	value-related	Before apology	3.61 (1.53)	0.22	−5.32	0.20
		After apology	4.80 (1.39)	0.22	−5.32	0.20
		Before compensation	3.61 (1.53)	0.22	−3.86	0.18
		After compensation	4.46 (1.37)	0.22	−3.86	0.18

Construct	Negative publicity	Repair strategy	M (S.D.)	Difference (S.E.)	T	P
Brand Trust	performance-related	Before apology	3.87 (1.35)	0.22	−1.06	0.08
		After apology	4.11 (1.52)	0.22	−1.06	0.08
		Before compensation	3.87 (1.35)	0.18	−8.98***	<0.001
		After compensation	5.48 (0.98)	0.18	−8.98***	<0.001
	value-related	Before apology	3.88 (1.52)	0.21	−7.13***	<0.001
		After apology	5.35 (1.15)	0.21	−7.13***	<0.001
		Before compensation	3.88 (1.52)	0.24	−0.62	0.39
		After compensation	4.03 (1.66)	0.24	−0.62	0.39
Functional congruity	performance-related	Before apology	4.22 (1.32)	0.17	−6.33***	<0.001
		After apology	5.32 (0.95)	0.17	−6.33***	<0.001
		Before compensation	4.22 (1.32)	0.17	−7.78***	<0.001
		After compensation	5.51 (0.82)	0.17	−7.78***	<0.001
	value-related	Before apology	4.49 (1.39)	0.20	−3.58*	0.05
		After apology	5.20 (1.20)	0.20	−3.58*	0.05
		Before compensation	4.49 (1.39)	0.21	−1.29	0.32
		After compensation	4.75 (1.32)	0.21	−1.29	0.32
Self- congruity	performance-related	Before apology	3.74 (1.43)	0.21	−2.30	0.55
		After apology	4.23 (1.36)	0.21	−2.30	0.55
		Before compensation	3.74 (1.43)	0.21	−5.54	0.18
		After compensation	4.89 (1.29)	0.21	−5.54	0.18
	value-related	Before apology	3.61 (1.53)	0.22	−5.32	0.20
		After apology	4.80 (1.39)	0.22	−5.32	0.20
		Before compensation	3.61 (1.53)	0.22	−3.86	0.18
		After compensation	4.46 (1.37)	0.22	−3.86	0.18

Notes:

*indicates p <= 0.05; ***indicates p <= 0.001; SD = Standard deviation

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