品牌负面曝光事件分类及溢出效应差异研究被引量：11

下载PDF

导出

摘要本文以产品、道德因素为标准,研究界定产品性能型、公司道德型,以及道德-性能复合型三类品牌负面曝光事件,通过采用内容分析法分析三类品牌负面曝光事件对竞争品牌和行业溢出效应的差异。研究发现道德-性能复合型品牌负面事件溢出范围最广,品牌负面曝光事件对竞争品牌的溢出效应具有两面性,且负面溢出比例较大;公司道德型和道德-性能复合型事件对行业仅产生负面溢出,产品性能型负面事件对行业会产生正面和负面溢出。

作者余伟萍庄爱玲

机构地区四川大学工商管理学院成都大学经济管理学院

出处《商业研究》 CSSCI 北大核心 2013年第2期21-27,共7页 Commercial Research

基金教育部人文社会科学研究规划基金项目项目编号:09YJA630105

关键词品牌负面曝光事件行业评价竞争品牌评价

分类号 F272.3 [经济管理—企业管理]

引文网络
相关文献

参考文献12

1Jing Lei, Niraj Dawar, Jos Lemmink. Negative Spillover in Brand Portfolios:Exploring the An- tecedents of Asymmetric Effects [ J ]. Journal of Marketing, 2008,72 (3) :Ill - 123.
2王海忠,田阳,胡俊华.品牌联合中的负面溢出效应--基于选择通达机制视角[C].天津:2009年JMS中国营销科学学术年会暨博士生论坛论文集,2009:876-883.
3Ahluwalia, Rohini, Robert E. Burnkrant, H. Rao Unnava. Consumer response to negative publici- ty : The moderating role of commitment [ J ]. Jour- nal of Marketing Research, 2000,37 ( 2 ) : 203 - 214.
4王晓玉,晁钢令.企业营销负面曝光事件研究述评[J].外国经济与管理,2009,31(2):33-39. 被引量：39
5Michelle L. Roehm, Alice M. Tybout. When will a brand scandal spill over, and how should competitors respond? [J]. Journal of Marketing Research, 2006,43 (3) : 366 - 373.
6Micael, Dahlen, Fredrik Lange. A disaster is contagious: how a brand in crisis affects other brands [ J ]. Journal of Advertising Research, 2006,46(4) :388 - 397.
7Chris Pullig, the effect of negative events and firm responses on brand associations, organiza- tional associations, and brand evaluations [ D ]. United States :Louisiana State University and Agri- cultural and Mechanical College, 2000:16-25.
8Nicole L. Votolato, H. Rao Unnava. Spillover of negative information on brand alliances [ J ]. Journal of Consumer Psychology, 2006,16 ( 2 ) : 196 - 202.
9Chris Pullig, Richard G. Getemeyer, Abhijit Biswas. Attitude basis, certainty, and challenge alignment: a case of negative brand publicity [ J ]. Journal of the academy of marketing sci- ence, 2006,34 (4) : 528 - 542.
10W. Timothy Coombs. Protecting Organization Reputations During a Crisis : The Development and Application of Situational Crisis Communi- cation Theory [ J ]. Corporate Reputation Re- view,2007, 10(3) :163 - 176.

二级参考文献21

1杨艳.比较社会学的四种研究方式[J].和田师范专科学校学报,2006,26(3):224-225. 被引量：2
2Einwiller, Sabine, Alexander Fedorikhin, Allson R Johnson, and Michael A Kamins. Enough is enough! When identification no longer prevents negative corporate associations[J]. Academy of Marketing Science Journal, 2006,34 (2) : 185- 193.
3Ahluwalia, Rohini, Robert E Burnkrant, and H Rao Unnava. Consumer response to negative publicity:The moderating role of commitment[J]. Journal of Marketing Research, 2000,37 (5): 203- 214.
4Siomokos, George, and Gary Kurzbard. The hidden crisis in product-harm crisis management[J]. European Journal of Marketing, 1994, 28(2) :30-41.
5Niraj Dawar, and Madan M Pillutla. Impact of product-harm crises on brand equity: The moderating role of consumer expectations[J]. Journal of Marketing Research, 2000,37 (5) : 215- 226.
6Roehm, Michelle L, and Alice M Tybout. When will a brand scandal spillover, and how should competitors respond? [J]. Journal of Marketing Research, 2006,53 (8) : 366- 373.
7Jorgensen, Brian K. Consumer reaction to company-related disasters:The effect of multiple versus single explanations[J]. Advances in Consumer Research, 1994,21 : 348- 352.
8Jorgensen, Brian K. Components of consumer reaction to company-related mishaps.. A structural equation model approach[J]. Advances in Consumer Research, 1996,23 : 346-351.
9Pullig,Chiris,Richard G Netemeyer, and Abhijit Biswas. Attitude basis, certainty, and challenge alignment: A case of negative brand publicity[J]. Academy of Marketing Science Journal, 2006,34(4) : 528-542.
10Votolato,Nicole, and Rao Unnava. Spillover of negative information on brand alliances[J]. Journal of Consumer Psychology,2006,16 (2):196-202.