多品牌危机中的“替罪羊”效应对行业信任的影响

发布时间：2018-04-23 11:18

本文选题：多品牌危机 + “替罪羊”效应　；参考：《企业经济》2017年05期

【摘要】：本文基于乳制品行业的危机事件,深入探讨了多品牌伤害危机中特有的"替罪羊"效应对行业信任的影响及其内在作用机制。通过实验研究发现:在多品牌危机背景下,消费者对于该行业内品牌的信任水平在有"替罪羊"品牌的情况下高于无"替罪羊"品牌的情况;行业中出现的"替罪羊"品牌转移了消费者的愤怒情绪,从而提高了消费者的行业信任水平;消费者卷入度和品牌来源国在多品牌危机发生后"替罪羊"效应对行业信任的影响中存在调节作用。对于企业管理者来说,协助政府或行业管理者找寻涉事"替罪羊"品牌、快速启动品牌危机管理预案、重视行业交流、保持诚信以及合力改善行业信任水平,是应对多品牌危机的重要途径。
[Abstract]:Based on the crisis events in dairy industry, this paper probes into the influence of scapegoat effect on industry trust and its internal mechanism in the crisis of multi-brand injury. In the context of multi-brand crisis, the level of consumer trust to the brand in this industry is higher than that without scapegoat brand. The results show that: (1) under the background of multi-brand crisis, the level of consumer trust to the brand in the industry is higher than that in the case of "scapegoat" brand; The "scapegoat" brand in the industry has shifted the anger of consumers, thus improving the level of trust of consumers in the industry; The degree of consumer involvement and brand origin play an important role in regulating the impact of scapegoat effect on industry trust after the multi-brand crisis. For enterprise managers, help government or industry managers find scapegoat brands, quickly start brand crisis management plans, attach importance to industry communication, maintain integrity and work together to improve the level of trust in the industry. It is an important way to deal with multi-brand crisis.
【作者单位】：中国人民公安大学公安管理学院;宁夏大学经济管理学院;
【基金】：国家自然科学基金项目“群发性危机中未曝光企业响应策略对消费行为动态影响的传导机制研究”(项目编号:71462028) 中国人民公安大学基本科研业务费青年创新团队项目“新常态应急警务保障预案研究”(项目编号:2016JKF01208)
【分类号】：F713.50

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