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因祸得福还是一损俱损?——领导品牌丑闻对模仿品牌购买意愿的影响

A Blessing or Loss?The Impact of Leader Brand Scandals on Purchase Intentions of Imitation Brand
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摘要 大量文献探究了模仿品牌对领导品牌的挤出效应,却鲜有文献研究领导品牌对模仿品牌可能的溢出效应。基于同化对比理论,本文探讨了领导品牌丑闻如何影响消费者对模仿品牌的购买意愿。通过三个实验,本研究发现:(1)领导品牌丑闻与模仿类型的交互作用影响了模仿品牌的购买意愿。具体而言,领导品牌发生能力型(道德型)丑闻时降低(提高)了特征模仿品牌的购买意愿,但提高(降低)了主题模仿品牌的购买意愿。(2)消费者感知风险在其中起中介作用。(3)领导品牌在场调节了领导品牌丑闻与模仿类型的交互作用对模仿品牌购买意愿的影响。研究结论丰富了品牌丑闻溢出效应的相关研究,并为拥有模仿品牌的企业应对领导品牌丑闻提供了建议与指导。 The existing literature mostly explores the crowding-out effect of imitation brands on leader brands,and few researches have examined the possible spillover effect of leader brands on imitation brands.Based on the assimilation comparison theory,this paper examines how leader brand scandals affect consumers'willingness to purchase imitation brands.Through three experiments,this study finds that:(1)The interaction between leader brand scandals and imitation types affected the purchase intention of imitation brands.Specifically,the occurrence of performance-based(values-based)scandals of the leader brand decreases(increases)purchase intentions for feature imitation brands and increases(decreases)purchase intentions for theme imitation brands.(2)Consumers'perceived risk mediated their relationship.(3)Leader brand presence moderated the effect of the interaction between leader brand scandals and type of imitation on the purchase intention of imitation brands.The findings enrich related research on brand scandal spillovers and provide suggestions and guidance for firms with imitation brands to cope with leadership brand scandals.
作者 陈漫 向小芳 戴凯 Chen Man;Xiang Xiaofang;Dai Kai(School of Economics and Management,China University of Geosciences(Wuhan),Wuhan,430078;School of Business Administration,Capital University of Economics and Business,Beijing,100070;Business School of Hunan Normal University,Changsha,411084)
出处 《珞珈管理评论》 2024年第5期95-111,共17页 Luojia Management Review
基金 教育部人文社科基金青年项目“乡村振兴背景下农产品区域品牌赋能产业集群升级的机制与治理对策研究”(项目编号:22YJC630008) 中国地质大学(武汉)“地大学者”人才岗位科研启动基金(项目编号:2022097)。
关键词 品牌丑闻 领导品牌 模仿品牌 领导品牌在场 Brand scandal Leader brand Imitation brand Leader brand presence
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