华东经济管理
華東經濟管理
화동경제관리
East China Economic Management
2014年
9期
143~149
,共null页
品牌负面曝光事件 溢出效应 品牌联想
品牌負麵曝光事件 溢齣效應 品牌聯想
품패부면폭광사건 일출효응 품패련상
negative brand publicity; spillover effect; brand association
品牌负面曝光事件会产生溢出效应,对竞争品牌和品类产生负面影响。文章聚焦此现象,从消费者信息加工视角,引入品牌联想和联想网络理论,揭示了品牌负面曝光事件溢出的内在机制。文章通过实验研究发现消费者焦点品牌联想、竞争品牌联想和品类联想在负面曝光事件溢出过程中起到中介作用,且联想净值越小,联想独特性越小,消费者对竞争品牌和品类的评价越消极,负面溢出效应越强。
品牌負麵曝光事件會產生溢齣效應,對競爭品牌和品類產生負麵影響。文章聚焦此現象,從消費者信息加工視角,引入品牌聯想和聯想網絡理論,揭示瞭品牌負麵曝光事件溢齣的內在機製。文章通過實驗研究髮現消費者焦點品牌聯想、競爭品牌聯想和品類聯想在負麵曝光事件溢齣過程中起到中介作用,且聯想淨值越小,聯想獨特性越小,消費者對競爭品牌和品類的評價越消極,負麵溢齣效應越彊。
품패부면폭광사건회산생일출효응,대경쟁품패화품류산생부면영향。문장취초차현상,종소비자신식가공시각,인입품패련상화련상망락이론,게시료품패부면폭광사건일출적내재궤제。문장통과실험연구발현소비자초점품패련상、경쟁품패련상화품류련상재부면폭광사건일출과정중기도중개작용,차련상정치월소,련상독특성월소,소비자대경쟁품패화품류적평개월소겁,부면일출효응월강。
The spillover effect of negative brand publicity will be harmful to competitive brands and the industry. Based on the perspective of consumer information processing, and through the introduction of the brand association theory and the associa-tion network theory, the paper reveals the internal mechanism of negative brand publicity spillover. The experimental results verifies the mediating effects of consumers’focal brand association,competitive brand association and category association in the spillover process of negative brand publicity. The smaller the brand association net value,the smaller the brand association uniqueness. The more negative consumers’evaluation on competitive brands and the industry,the stronger the negative spill-over effects.
