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品牌负面曝光事件溢出效应研究 被引量：1

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摘要 一个品牌负面事件曝光致使其他品牌甚至全行业陷入困境的案例频频发生,使品牌负面曝光事件溢出效应受到学术界和企业界的极大关注.文章阐述了品牌负面曝光事件溢出效应的理论基础,即信息整合理论、可接近性可诊断性理论,分析了品牌负面曝光事件内部、外部溢出效应及其影响因素,总结归纳得到结论：品牌负面曝光事件溢出效应产生条件是品牌相似性;溢出效果体现为溢出强度和溢出方向两方面;溢出效应受到事件焦点品牌特征、品牌之间关系特征、负面事件特征等三类因素的影响.
作者 庄爱玲
机构地区 成都大学经济管理学院
出处 《管理观察》 2012年第34期159-160,共2页 Management Observer
关键词 品牌负面曝光事件 溢出效应 内部溢出 外部溢出
分类号 G212 [文化科学—新闻学]
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参考文献22

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二级参考文献64

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管理观察
2012年 第34期

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