企业负面事件对品牌延伸评价的影响研究:感知背叛感的中介效应

The Influence of Enterprise Negative Events on Brand Extension Evaluation:The Mediating Effect of Perceived Sense of Betrayal

面对日益频发的企业负面事件,文章探讨了不同类型的负面事件如何通过消费者感知背叛感这一中介变量影响到消费者对品牌延伸的评价,以及在这一影响过程中心理距离远近、品牌契合度高低存在的调节作用。研究表明,不同类型的负面事件对消费者品牌延伸评价的影响存在显著差异,而且该影响被感知背叛感这一变量所中介。同时进一步研究发现,心理距离远近和品牌契合度高低存在调节作用,心理距离越近,消费者感知背叛感越高,但是品牌延伸契合度会起到一定的保护作用,降低了感知背叛感对品牌延伸评价的影响,即契合度越低,感知背叛感对品牌延伸评价的影响越小。

Given the increasing occurrence of enterprise negative events,the paper explores how different types of enterprise negative events affect consumers＇ evaluations of brand extension through the mediator variable of the consumers＇ perceived sense of betrayal as well as the regulation effect of the psychological distance and brand fit. The research finds that different type of negative events has quite different influence on consumers＇ evaluations of brand extension through the mediator variable of the consumers＇ perceived sense of betrayal. While a subsequent study finds that the psychological distance and brand fit have regulating effects,indicating that closer psychological distance leads to higher perceived sense of betrayal. But the brand fit has some protective effect and it reduces the effects of perceived sense of betrayal on brand extension evaluation,i.e. the lower the brand fit is,the smaller effect the perceived sense of betrayal will have on brand extension evaluation.