CAJ | 학술논문

负面事件对品牌关系造成的伤害已引起学术界广泛关注，但学者们的研究主要从顾客利益直接相关的负面事件展开。文章基于顾客利益层次视角，将餐饮服务负面事件分为与顾客直接利益相关和与顾客间接利益相关两种类型，通过两个情景模拟实验，分析两类负面事件对品牌关系的影响机理，探讨不同声誉品牌负面事件对餐饮品牌关系影响差异。研究结果表明，（1）两类负面事件均对品牌关系造成伤害，且伤害无显著差异；（2）两类负面事件对品牌关系影响机理不同：直接利益相关型负面事件通过影响感知质量影响品牌关系，间接利益相关型负面事件通过影响品牌形象影响品牌关系；（3）两类负面事件对品牌关系的伤害程度会随品牌声誉高低发生变化，品牌声誉越高，伤害越大。文章丰富了负面事件对品牌资产影响理论，对降低负面事件对餐饮服务品牌伤害提供了方法指导和决策参考。
부면사건대품패관계조성적상해이인기학술계엄범관주，단학자문적연구주요종고객이익직접상관적부면사건전개。문장기우고객이익층차시각，장찬음복무부면사건분위여고객직접이익상관화여고객간접이익상관량충류형，통과량개정경모의실험，분석량류부면사건대품패관계적영향궤리，탐토불동성예품패부면사건대찬음품패관계영향차이。연구결과표명，（1）량류부면사건균대품패관계조성상해，차상해무현저차이；（2）량류부면사건대품패관계영향궤리불동：직접이익상관형부면사건통과영향감지질량영향품패관계，간접이익상관형부면사건통과영향품패형상영향품패관계；（3）량류부면사건대품패관계적상해정도회수품패성예고저발생변화，품패성예월고，상해월대。문장봉부료부면사건대품패자산영향이론，대강저부면사건대찬음복무품패상해제공료방법지도화결책삼고。
Recently, the negative events of well-known restaurant brands＇ have occurred frequently in the tourism industry, which undoubtedly does harm to restaurant service brands. The effects of negative events on brand relationship （BR） has aroused widespread concern. However, previous studies have focused only on negative events related to direct customer interests. According to the perspective of hierarchy of customer interests, this study explores negative events from two aspects：＂the style of direct customer interests＂（DCI） and ＂the style of indirect customers＇ interests＂（IDCI）, respectively. The present study investigates the mechanism on which the two types of negative events have effects, and discusses the moderation effect of brand reputation and communication strategy by using two scenario simulation experiments. Results show that：（1）Both DCI and IDCI negative events have significant negative impacts on BR, but there is no significant difference between them. This means that self-interest is not the only factor to drive people＇ s behavior. Specifically, individuals show two different reactions when they are faced with negative events. On the one hand, they tend to take action according to the gains and losses in terms of self-interest if they perceive such events to be clearly related with their self-interest. On the other hand, they are prone to make decisions from a public interest point of view which stands for a social value perspective, if such events do not harm their self-interest directly. （2）The effects of DCI and IDCI negative events have on the BR work in two different mechanisms. Specifically, DCI negative events affect the BR through perceived quality, while the IDCI ones affect the BR through the brand image. In the DCI case, customers would generate a negative perception of the functional attributes toward the brand （quality）, resulting in a negative brand relationship. However, in the IDCI case, customers would generate a negative perception of the symbolic attributes toward the brand （image）, resulting in a negative brand relationship. （3） Brand reputation moderates the relationship between negative events and BR. The negative effect of two types of negative events on BR is stronger when brand reputation is at a high level. This result is different from previous conclusions, which indicate that brand reputation weakened the impact of negative events. Previous studies show that if customers have pre-formed judgment toward a brand, they prefer to follow the previous judgment to deal with the new information and ignore the inconsistent parts with their pre-information. Put differently, if customers have a positive initial judgment on brand reputation, then they will give a less weight to negative emotions. As a matter of fact, the previous conclusions are based on the initial phase of negative events. However, with more cognition and understanding of negative events, customers will give a greater weight to negative emotions when negative events happen in the brand with a better reputation, thus, generating a perception of expectation violation on the brand with a better reputation, which will strengthen the damage of negative events on the brand relationship. This study contributes to enriching theory of brand equity from a negative events influence, and also provides a methodological guide and decision-making reference to the restaurant service enterprises in reducing harm from negative events.