Empirical Analysis on the Effect of Agricultural Food Safety Crisis and Moderating Effects of Brand Trust

In recent years, produced by certain agricultural food quality problems of the food security crisis occur frequently in China, which bring great negative impact on local agricultural regional brand and agricultural enterprise brand image. Based on the construction of the brand trust adjustment model, this paper makes an empirical analysis of the impact of food safety crisis on the brand image and the moderating effect of brand trust. The results show that the impact of food safety crisis on the evaluation of brand image depends on the severity of the crisis, and brand trust plays a moderating role. No matter how to implicate event severity, high brand trust can weaken the negative evaluation of the implicated brand.