品牌丑闻跨国非对称溢出效应研究——国家形象构成要素视角

发布时间：2018-06-04 16:01

本文选题：同化效应 + 对比效应　；参考：《经济管理》2017年04期

【摘要】：以往品牌丑闻溢出效应研究,常常视发讯品牌和受讯品牌来自同一国家而非不同国家,将溢出效应影响因素局限于微观层面而缺乏宏观层面的考虑。本文则从宏观层面,即消费者对品牌来源国国家形象的认知、规范和情感三个方面,研究它们在品牌丑闻跨国非对称溢出效应当中的影响。研究一发现,当发讯品牌和受讯品牌来自于同一(不同)国家,且消费者对该国(两国)先前的国家—产品类别形象感知越好(差异越大),品牌丑闻同化(对比)效应就会越弱(强);类似的逻辑和结论适用于研究二消费者对制度的信任。研究三表明,当消费者的民族认同被激发,若本国品牌发生丑闻,会弱化对同行业其他本国(外国)品牌信念的同化(对比)效应;若外国品牌发生丑闻,可以反转对同行业其他外国(本国)品牌信念的同化(对比)效应。研究结论不仅对品牌丑闻溢出效应做有益补充,且为企业应对丑闻溢出提供重要参考。
[Abstract]:In the past researches on the spillover effect of brand scandal often considered that the brand and the brand came from the same country rather than different countries and limited the factors of spillover effect to the micro level without considering the macro level. This paper studies the impact of brand scandal on the transnational asymmetric spillover effect of brand scandal from the macro level, that is, consumers' cognition, norm and emotion of the country image of the brand country of origin. Study one found that when the messaging brand and the recipient brand come from the same (different) country, And the better the consumer's perception of the image of the country-product category (the greater the difference, the weaker the assimilation (contrast) effect of brand scandal will be (strong; similar logic and conclusion can be applied to the study of consumers' trust in the system. Research 3 shows that when consumers' national identity is stimulated, if a scandal occurs in their own country, it weakens the assimilation (contrast) effect of other domestic (foreign) brand beliefs in the same industry; if a scandal occurs in a foreign brand, Can reverse the assimilation (contrast) effect of other foreign (domestic) brand beliefs in the same industry. The conclusion not only complements the spillover effect of brand scandal, but also provides an important reference for enterprises to deal with scandal spillover.
【作者单位】：中南财经政法大学工商管理学院;湖南大学工商管理学院;香港城市大学商学院;武汉大学经济与管理学院;
【基金】：国家自然科学基金项目“品牌丑闻跨国非对称溢出效应研究:国家形象构成要素视角”(71572193);国家自然科学基金项目“品牌全球化中的来源国文化符号及其对消费者品牌支持的影响:文化情感和文化认同视角”(71672054) 国家社会科学基金项目“规范偏离视角下企业社会责任群体行为演化及其管理研究”(15CGL021)
【分类号】：D80;F273.2

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