抢雷策略对品牌危机修复效果的影响研究——品牌危机类型、品牌声誉的调节作用

The Impact of Stealing Thunder on the Effectiveness of Brand Crisis Repair:The Moderating Role of Brand Crisis Type and Brand Reputation

在品牌危机愈演愈烈的现实背景下,如何实现品牌危机修复已经成为一个重要课题。本文从企业主动应对危机的视角探讨了抢雷策略(即企业自我揭露危机信息)对品牌危机修复效果的影响,并考察了品牌危机类型和品牌声誉对上述关系的影响。研究一通过2×2的组间设计探讨了品牌危机类型的调节作用,研究二进一步通过2×2×2的组间设计探讨了品牌声誉的调节作用,结果发现:(1)功能主导型危机下,无论是高声誉品牌还是低声誉品牌,其抢雷的修复效果均好于不抢雷;(2)道德主导型危机下,抢雷策略仅对高声誉品牌有更好效果,对低声誉品牌无更好效果。本文结论对不同声誉的品牌在两种品牌危机下正确应用抢雷策略以实现品牌危机修复具有借鉴价值。

Under the background of increasingly violent brand crisis, it has become an issue of common concern for the whole society to repair brand crisis effectively. From the perspective of initiative response to brand crisis, this article explores the impact of stealing thunder （self-disclosure of negative information） on the effectiveness of brand crisis repair, which is moderated by brand crisis type and brand reputation on the basis of organizational legitimacy theory and expectancy disconfirmation theory. Study 1 firstly explores the moderating role of brand crisis type through 2×2 between-subjects experiment design. Study 2 further explores the moderating role of brand reputation through 2×2×2 between- subjects experiment design. The final results are as followed. In the situation of function-leading crisis, it is more effective for both high and low reputed brands to steal thunder to get better effectiveness of brand crisis repair, compared with thunder. In the situation of morality-leading crisis, stealing thunder is more effective for high reputed brands to get better effectiveness of brand crisis repair, compared with thunder. However, there is no significant difference whether low reputed brands steal thunder or not in the same type of brand crisis. These conclusions extend the research perspective of brand crisis repair theory from passive response to initiative response, and expand the extant theory on the effectiveness of stealing thunder, further promote the integration of brand reputation theory and brand crisis management theory. Finally, some managerial implications are provided for both companies and regulatory agencies. It is recommended that companies should properly apply steal thunder in terms of brand crisis type and brand prior reputation to get better effectiveness of brand crisis repair. Besides, China Securities Regulatory Commission should improve the system of crisis information disclosure for listed company.