商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2011年
10期
60~67
,共null页
品牌负面曝光事件 溢出效应 认知需求 品类态度 竞争品牌购买意愿
品牌負麵曝光事件 溢齣效應 認知需求 品類態度 競爭品牌購買意願
품패부면폭광사건 일출효응 인지수구 품류태도 경쟁품패구매의원
negative brand publicity; spillover effect; need for cognition; product category attitude; purchase intent of competing brand
文章研究界定了产品性能型、公司道德型和道德引致产品性能型三类品牌负面曝光事件,引入消费者认知需求,运用自然实验法研究道德关联的两类品牌负面曝光事件对品类和竞争品牌溢出效应的差异性。研究结果显示对低认知需求者,道德引致产品性能型负面曝光事件对品类态度和竞争品牌购买意愿的负面溢出效应强于公司道德型事件;对高认知需求者,两类事件溢出效应没有显著差异;道德引致产品性能型负面曝光事件对低认知需求者品类和竞争品牌评价的影响大于高认知需求者,而公司道德型负面事件溢出对不同认知需求水平消费者的影响无显著差异。
文章研究界定瞭產品性能型、公司道德型和道德引緻產品性能型三類品牌負麵曝光事件,引入消費者認知需求,運用自然實驗法研究道德關聯的兩類品牌負麵曝光事件對品類和競爭品牌溢齣效應的差異性。研究結果顯示對低認知需求者,道德引緻產品性能型負麵曝光事件對品類態度和競爭品牌購買意願的負麵溢齣效應彊于公司道德型事件;對高認知需求者,兩類事件溢齣效應沒有顯著差異;道德引緻產品性能型負麵曝光事件對低認知需求者品類和競爭品牌評價的影響大于高認知需求者,而公司道德型負麵事件溢齣對不同認知需求水平消費者的影響無顯著差異。
문장연구계정료산품성능형、공사도덕형화도덕인치산품성능형삼류품패부면폭광사건,인입소비자인지수구,운용자연실험법연구도덕관련적량류품패부면폭광사건대품류화경쟁품패일출효응적차이성。연구결과현시대저인지수구자,도덕인치산품성능형부면폭광사건대품류태도화경쟁품패구매의원적부면일출효응강우공사도덕형사건;대고인지수구자,량류사건일출효응몰유현저차이;도덕인치산품성능형부면폭광사건대저인지수구자품류화경쟁품패평개적영향대우고인지수구자,이공사도덕형부면사건일출대불동인지수구수평소비자적영향무현저차이。
Three types of negative brand publicity-product performance accident,corporate immorality,and morality-related performance failure—are defined.Need for cognition is introduced as a moderate variable to study the different spillover effect between the two types of immorality brand publicity.Findings of natural experiment show： for low NFC subjects,the spillover effect of morality-related performance failure on product category attitude and purchase intent of competing brand is stronger than corporate immorality events;but for high NFC subjects,there is no significant difference.And morality-related performance failure events have a greater effect on product category attitude and purchase intent of competing brand of low NFC subjects than on high NFC subjects;but no significant difference in the spillover effect of the corporate immorality publicity is found between low and high NFC subjects.
