产品伤害危机溢出效应的发生条件和应对策略研究——预判和应对其它品牌引发的产品伤害危机

发布时间：2018-10-14 09:14

【摘要】：近年来,产品伤害危机频发,不仅影响到危机品牌,还可能溢出到竞争品牌,发生溢出效应。预判和应对产品伤害危机溢出效应已经成为重要的现实问题和理论问题。本文基于"可接近性—可诊断性"分析框架,采用两个实验探讨了产品伤害危机对品类和竞争品牌的溢出效应。研究发现:第一,如果危机品牌对品类的代表性越强,那么竞争品牌就越容易受到溢出效应的影响;第二,在危机产品属性方面,竞争品牌与危机品牌的相似性越高,那么溢出效应越容易发生;第三,如果启动消费者思考的是品牌差异,那么溢出效应将不会影响竞争品牌;第四,如果溢出效应(没有)发生,且竞争品牌主动否认问题,那么消费者的态度会更正(负)面。最后,本文讨论了本研究的理论和实践价值以及研究局限和展望。
[Abstract]:In recent years, product injury crisis occurs frequently, which not only affects the crisis brand, but also may spill over to the competitive brand. Anticipating and coping with the spillover effect of product injury crisis has become an important practical and theoretical problem. Based on the "approachability-diagnosability" analysis framework, this paper uses two experiments to study the spillover effect of product injury crisis on category and competitive brand. The results show that: first, if the crisis brand is more representative of the category, the competitive brand is more vulnerable to spillover effect; second, the similarity between the competitive brand and the crisis brand is higher in the attribute of crisis product. The more likely the spillover effect is, the third, if the consumer is thinking about brand difference, then the spillover effect will not affect the competitive brand; fourth, if the spillover effect (no) occurs and the competitive brand actively denies the problem, Then the consumer's attitude will correct (negative) side. Finally, this paper discusses the theoretical and practical value of this study, as well as the limitations and prospects.
【作者单位】：四川大学商学院;成都理工大学商学院;西南民族大学管理学院;
【基金】：国家自然科学基金项目(71202138) 教育部人文社会科学研究项目(12YJC630045)资助
【分类号】：F273.2

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