副品牌伤害危机对主品牌评价影响研究——消费者负面情感的中介作用

Spillover of Product Crisis from Subsidiary Brand to Main Brand Evaluation——The Mediation Role of Consumer Negative Emotion

企业通过主副品牌战略进行品牌延伸,而产品伤害危机频发的今天,使企业享受主副品牌战略优势的同时,风险也急剧加大。本研究引入信息加工及情感迁移理论,运用准实验室法探究受害型、过失型、蓄意型副品牌伤害危机对主品牌的溢出影响:受害型副品牌伤害危机激发的消费者负面情感强度最低,主品牌评价变动最小;过失型、蓄意型副品牌伤害危机引发的负面情感强度以及主品牌评价变动没有显著性差异;副品牌伤害危机引发的消费者负面情感强度越高,消费者对主品牌评价负向变动越大。

Enterprises implement brand extension through main-subsidiary strategy and gain advantage accordingly. However, as the product-harm crisis happens more frequently, some unexpected risks arise sharply. This research introduces information processing and emotional migration theory, using quasi laboratory method to study spillover of victim cluster, accidental cluster and preventable cluster crisis in subsidiary brand to main brand. The result shows that victim cluster arouses the lowest level of negative emotion and leads minimum change on parent brand evaluation. And negative emotional intensity and parent brand evaluation changes caused by accidental cluster and preventable cluster have no significant diffe.rence. Finally, the higher the negative emotional intensity of the consumer, the larger of parent brand evaluation negative changes.