品牌负面事件的溢出效应及影响因素述评
发布时间:2018-03-21 11:15
本文选题:品牌负面事件 切入点:品牌危机 出处:《心理科学》2017年01期 论文类型:期刊论文
【摘要】:文章通过对品牌负面事件溢出效应文献的系统梳理,提出了目前研究主要从品牌组合或品牌联盟内部、竞争品牌或品类、品牌原产国及该国其他品牌三个视角出发展开,并据此详细解读了基于这三种视角的溢出效应的影响因素。文章还进一步对溢出效应的产生机制以及应对策略相关文献加以述评,进而提出未来研究的发展方向。
[Abstract]:This article through systematic review of brand negative events spillover effect of literature, put forward the current research mainly from the brand portfolio or brand alliance, brand competition or category, three from the perspective of brand country of origin and other brands in the country starting, and based on the detailed interpretation of the factors influencing the spillover effects of these three perspectives based on the article also. The spillover effects related coping strategies and mechanism of literature review, and then put forward the development direction of future research.
【作者单位】: 上海交通大学安泰经济与管理学院;
【基金】:上海市曙光项目计划(13SG16) 浦江人才计划(10PJC060)的资助
【分类号】:F274;B84-05
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本文编号:1643604
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