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以往品牌丑闻溢出效应研究,常常视发讯品牌和受讯品牌来自同一国家而非不同国家,将溢出效应影响因素局限于微观层面而缺乏宏观层面的考虑。本文则从宏观层面,即消费者对品牌来源国国家形象的认知、规范和情感三个方面,研究它们在品牌丑闻跨国非对称溢出效应当中的影响。研究一发现,当发讯品牌和受讯品牌来自于同一(不同)国家,且消费者对该国(两国)先前的国家—产品类别形象感知越好(差异越大),品牌丑闻同化(对比)效应就会越弱(强);类似的逻辑和结论适用于研究二消费者对制度的信任。研究三表明,当消费者的民族认同被激发,若本国品牌发生丑闻,会弱化对同行业其他本国(外国)品牌信念的同化(对比)效应;若外国品牌发生丑闻,可以反转对同行业其他外国(本国)品牌信念的同化(对比)效应。研究结论不仅对品牌丑闻溢出效应做有益补充,且为企业应对丑闻溢出提供重要参考。
In the past, the research on the spillover effect of brand scandal usually considered the originating brands and the receiving brands from the same country but not from different countries, and limited the influencing factors of spillover effect to the micro level without macroscopical consideration. This paper studies the impact of transnational asymmetric spillovers of the brand scandal from the macro level, that is, consumers’ cognition, norms and emotions of the country image of the brand source country. Study 1 found that when the sending and receiving brands are from the same (different) countries and consumers perceive the previous country-product class image of the country (the two countries) as better (the greater the difference), the brand’s scandal assimilation Contrast) the weaker (stronger) effect; similar logic and conclusions apply to study two consumer trust in institutions. Research 3 shows that when consumers’ national identities are stimulated, if the scandal of their own brand weakens the assimilation (contrast) effect on the faith of other domestic (foreign) brands in the same industry, if foreign brands have a scandal, they can reverse their influence on the same industry Assimilation (contrast) effects of other foreign (national) brand beliefs. The conclusions not only make a useful supplement to the spillover effect of brand scandal, but also provide an important reference for enterprises to deal with the spillover of scandal.