赛事赞助商品牌危机归因对赛事品牌评价的影响研究——品牌关系承诺的调节作用
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摘要
近年来,赛事赞助商品牌危机频发,危机一旦发生,赛事消费者便会对危机进行归因,不同的危机归因会使消费者对赛事品牌的评价产生不同的影响。笔者从品牌关系的角度出发,引入危机归因理论和品牌关系承诺理论,将危机归因分为能力归因和道德归因,探讨在高、低品牌关系承诺中,两类危机归因对赛事品牌评价的影响。通过情景实验收集数据,并运用单因素方差分析与回归分析验证了研究假设。实证研究结果表明:在高品牌关系承诺当中,道德归因与能力归因引起的消费者对赛事品牌的负面评价没有显著差异;在低品牌关系承诺当中,相较于能力归因,由道德归因所引起的赛事品牌的负面评价会更为显著;品牌关系承诺具有调节作用。笔者认为,赛事组织方应尽可能选择具有高品牌关系承诺的赞助商品牌进行合作,并且在赛事赞助商发生品牌危机后将道德归因向能力归因引导,以此降低赞助商品牌危机对赛事品牌的负面影响。
In recent years,sport-event sponsor brand crises have happened frequently. Once it happened,it would be attributed,and different kinds of attribution would have different effects on sport-event brand evaluation. Based on this situation,this paper applies crisis attribution theory and brand relationship commitments theory,and divides crisis attribution into ability attribution and morality attribution. This paper studies the influence of two kinds of crisis attribution on sport-event brand evaluation under two different kinds of brand relationship commitment. This paper divides crisis attribution into ability attribution and morality attribution,and tries to find out which kind of crisis attribution would have worst effects on sport-event brand evaluation. This paper applies experimental method to gather data,and utilises one-way ANOVA analysis and regression analysis to verify hypotheses. The conclusion shows that: under high brand relationship commitment,compared with ability attribution,morality attribution would not have more negative effects on sport-event brand evaluation; under low brand relationship commitment,compared with ability attribution,morality attribution would have more negative effects on sport-event brand evaluation; brand relationship commitment could exert adjustive effect on the process. This paper holds the point that sport-event organizers should try their best to cooperate with sport-event sponsor brands that are high brand relationship commitment. Sport-event organizes should lead morality attribution to ability attribution. In this way sport-event brand negative evaluation can be reduced.
In recent years,sport-event sponsor brand crises have happened frequently. Once it happened,it would be attributed,and different kinds of attribution would have different effects on sport-event brand evaluation. Based on this situation,this paper applies crisis attribution theory and brand relationship commitments theory,and divides crisis attribution into ability attribution and morality attribution. This paper studies the influence of two kinds of crisis attribution on sport-event brand evaluation under two different kinds of brand relationship commitment. This paper divides crisis attribution into ability attribution and morality attribution,and tries to find out which kind of crisis attribution would have worst effects on sport-event brand evaluation. This paper applies experimental method to gather data,and utilises one-way ANOVA analysis and regression analysis to verify hypotheses. The conclusion shows that: under high brand relationship commitment,compared with ability attribution,morality attribution would not have more negative effects on sport-event brand evaluation; under low brand relationship commitment,compared with ability attribution,morality attribution would have more negative effects on sport-event brand evaluation; brand relationship commitment could exert adjustive effect on the process. This paper holds the point that sport-event organizers should try their best to cooperate with sport-event sponsor brands that are high brand relationship commitment. Sport-event organizes should lead morality attribution to ability attribution. In this way sport-event brand negative evaluation can be reduced.
引文
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[9]Walsh G.and Beatty S.E.Customer-Based Corporate Reputation of a Service Firm:Scale Development and Validation[J].Journal of the Academy of Marketing Science,2007,35(1):127-143.
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[13]Musteen M.,Datta D.K.and Kemmerer B.CorporateReputation:Do Board Characteristics Matter?[J].British Journal of Management,2010,21(2):498-510.
[14]Friedman R S,Frster J.The Influence of Approach and Avoidance Motor Actions on Creative Cognition[J].Journal of Experimental Social Psychology,2002,38(1):41-45.
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[19]Shankar V,Liu Y.The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness:An Empirical Analysis of the Automobile Industry[J].Management Science,2015,61(10):2514-2535.
[20]Griffin M,Babin B J,Attaway J S.An Empirical Investigation of the Impact of Negative Public Publicity on Consumer Attitudes and Intentions[J].Advances in Consumer Research,1991,18(1):334-341.
[21]Lin W B,Lee S.Impact of Service Error Type on Negative Emotion and Negative Consumer Response[J].Total Quality Management&Business Excellence,2017(1):1-22.
[22]MA.Iniesta,Manuel Sánchez.Retail-consumer Commitment and Market Segmentation[J].International Review of Retail Distribution&Consumer Research,2002,12(3):261-279.
[23]Iyer G,Soberman D.Markets for Product Modification Information[J].Marketing Science,2000,19(3):203-225.
[24]Wang Y,Kandampully J,Jia H.“Tailoring”Customization Services:Effects of Customization Mode and Consumer Regulatory Focus[J].Journal of Service Management,2013,24(1):82-104.
[25]Kim P H,Ferrin D L,Cooper C D,et al.Removing the Shadow of Suspicion:The Effects of Apology Versus Denial for Repairing Competence-Versus Integrity-Based Trust Violations[J].Social Science Electronic Publishing,2004,89(1):104-118.
[26]Hsuan Hsuan Ku,Chien Chih Kuo,Ching Luen Wu,et al.Communicating Green Marketing Appeals Effectively[J].Journal of Advertising,2012,41(4):41-50.
[27]Dumont G.Understanding Ethnographically Athletes'Perception and Experience of Sponsorship:the Case of Professional Rock-climbing[J].European Sport Management Quarterly,2016,16(4):525-542.
[28]Smith A K,Bolton R N,Wagner J.A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery[J].Journal of Marketing Research,1999,36(3):356-372.
[29]Somasundaram T N.Consumers Reaction to Product Failure:Impact of Product Involvement and Knowledge[J].Advances in Consumer Research,1993,20(1):215-218.
[30]Yeo J,Park J.Effects of Parent-Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions[J].Journal of Consumer Psychology,2006,16(3):272-282.
[31]Chien P M,Kelly S J,Weeks C S.Sport Scandal and Sponsorship Decisions:Team Identification Matters[J].Journal of Sport Management,2016,30(5):490-505.
[32]Peine K.,Heitmann M.and Herrmann A.Getting a Feel for Price Affect:A Conceptual Framework and Empirical Investigation of Consumers'Emotional Responses to Price Information[J].Psychology and Marketing,2009,26(1):39-66.
[33]Tucker L,Melewar T C.Corporate Reputation and Crisis Management:The Threat and Manageability of Anti-Corporatism[J].Corporate Reputation Review,2005,7(4):377-387.
[34]Lewicki R J,Mcallister D J,Bies R J.Trust and Distrust:New Relationships and Realities[J].Academy of Management Review,1998,23(3):438-458.
[35]Barnett M.,Jermier J.and Lafferty B.CorporateReputation:The Definitional Landscape[J].Corporate Reputation Review,2006,9(1):26-38.
[36]Aiken D,Sukhdial A,Kahle L,et al.Linking Fan Values and Sponsorship Effectiveness:The Case of Old School Values[J].Sport Marketing Quarterly,2015,24(3):546-560.
[37]Tomlinson E C,Mryer R C.TheRole of Causal Attribution Dimensions in Trust Repair[J].Academy of Management Review,2009,34(1):85-104.
[38]Xie Y,Peng S.How toRepair Customer Trust after Negative Publicity:The Roles of Competence,Integrity,Benevolence and Forgiveness[J].Psychology and Marketing,2009,26(7):572-589.
[39]Vassilikopoulou A,Siomkos G and Chatzipanagiotou K.et al.Product-harm Crisis Management:Time Heals All Wounds?[J].Journal of Retailing and Consumer Services,2009,16(3):174-180.
[40]Chien P M,Kelly S J,Weeks C S.Sport Scandal and Sponsorship Decisions:Team Identification Matters.[J].Journal of Sport Management,2016,30(5):490-505.
[41]Vassilikopoulou,A.,et al.,The Role of Consumer Ethical Beliefs in Product-harm Crises[J].Journal of Consumer Behaviour,2011,10(5):279-289.
[42]Yeung R.M.W.and Morris J.Food Safety Risk:Consumer Perception and Purchase Behaviour[J].British Food Journal,2001,103(3):170-187.
[43]Boyd B.K.,Bergh D.D.and Ketchen Jr D.J.Reconsidering the Reputation—Performance Relationship:A Resource-based View[J].Journal of management,2010,36(3):588-609.
[44]Zdravkovic S,Magnusson P,Stanley S M.Dimensions of Fit between a Brand and a Social Cause and Their Influence on Attitudes[J].International Journal of Research in Marketing,2010,27(2):151-160.
[45]Lee R,Mazodier M.The Roles of Consumer Ethnocentrism,Animosity,and Cosmopolitanism in Sponsorship Effects[J].European Journal of Marketing,2015,49(5/6):919-942.
[46]Aggarwal P.The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior[J].Journal of Consumer Research,2004,31(1):87-101.
[47]Walsh,G.and S.E.Beatty,Measuring customer satisfaction:fact and artifact[J].Journal of the Academy of Marketing Science,1992,20(1):61.
[48]Schwaiger M,Raithel S.Reputationand Unternehmenserfolg[J].Management Review Quarterly,2014,64(4):225-259.
[49]Pu P,Chen L.Trust-inspiring Explanation Interfaces for Recommender Systems[J].Knowledge-Based Systems,2007,20(6):542-556.
[50]Roehm M L,Tybout A M.When Will a Brand Scandal Spill Over,and How Should CompetitorsRespond?[J].Journal of Marketing Research,2006,43(3):366-373.
[51]Pitt L F,Watson R T,Berthon P,et al.The Penguin's Window:Corporate Brands from an Open-source Perspective[J].Journal of the Academy of Marketing Science,2006,34(2):115-127.
[52]Sung Y,Kim J.Effects of Brand Personality on Brand Trust and Brand Affect[J].Psychology&Marketing,2010,27(7):639-661.
[53]王虹,杨洋,张永韬.赞助匹配对赛事品牌评价的影响——品牌关系规范的调节作用[J].上海体育学院学报,2016,40(2):74-77.
[2]Ren H,Gray B.Repairing Relationship Conflict:How Violation Types and Culture Influence the Effectiveness of Restoration Rituals[J].Academy of Management Review,2009,34(1):105-126.
[3]方正.可辩解型产品伤害危机对顾客购买意愿的影响研究[D].2007,四川大学.
[4]王晓玉,晁钢令.产品危机中口碑方向对消费者态度的影响[J].营销科学学报,2008(4):1-12.
[5]Kevin P.Gwinner,John Eaton.Building Brand Image Through Event Sponsorship:The Role of Image Transfer[J].Journal of Advertising,1999,28(4):47-57.
[6]Sung Y,Kim J.Effects of Brand Personality on Brand Trust and Brand Affect[J].Psychology&Marketing,2010,27(7):639-661.
[7]Balmer J.M.T.and Gray E.R.Corporate Brands:What Are They?What of Them?[J].European Journal of Marketing,2003,37(7/8):972-997.
[8]Cornwell T B.Sponsorship in Marketing:Effective Communication through Sports,Arts,and Events[J].Journal of Sport Management,2016,8(1):127-128.
[9]Walsh G.and Beatty S.E.Customer-Based Corporate Reputation of a Service Firm:Scale Development and Validation[J].Journal of the Academy of Marketing Science,2007,35(1):127-143.
[10]Grohs R.Drivers of Brand Image Improvement in Sports-event Sponsorship[J].International Journal of Advertising,2016,35(3):391-420.
[11]Nisbett R E,Caputo C,Legant P,et al.Behavior as Seen by the Actor and as Seen by the Observer[J].Journal of Personality&Social Psychology,1973,27(2):154-164.
[12]Cornwell T B,Kwak D H.Sponsorship-Linked Marketing:Introduction to Topics[J].Journal of Sport Management,2015,29(2):133-136.
[13]Musteen M.,Datta D.K.and Kemmerer B.CorporateReputation:Do Board Characteristics Matter?[J].British Journal of Management,2010,21(2):498-510.
[14]Friedman R S,Frster J.The Influence of Approach and Avoidance Motor Actions on Creative Cognition[J].Journal of Experimental Social Psychology,2002,38(1):41-45.
[15]Boerman S C,Reijmersdal E A V,Neijens P C.How Audience and Disclosure Characteristics Influence Memory of Sponsorship Disclosures[J].International Journal of Advertising,2015,34(4):576-592.
[16]Zhang J,Yang X.Stylistic Properties and Regulatory Fit:Examining the Role of Self-regulatory Focus in the Effectiveness of an Actor's vs.Observer's Visual Perspective[J].Journal of Consumer Psychology,2015,25(3):449-458.
[17]Siomkos G,Shrivastava P.Responding to Product Liability Crises[J].Long Range Planning,1993,26(5):72-79.
[18]Callaway R M,Delucia E H,Moore D,et al.Competition and Facilitation:Contrasting Effects of Artemisia Tridentata on Desert vs.Montane Pines[J].Ecology,1996,77(7):2130-2141.
[19]Shankar V,Liu Y.The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness:An Empirical Analysis of the Automobile Industry[J].Management Science,2015,61(10):2514-2535.
[20]Griffin M,Babin B J,Attaway J S.An Empirical Investigation of the Impact of Negative Public Publicity on Consumer Attitudes and Intentions[J].Advances in Consumer Research,1991,18(1):334-341.
[21]Lin W B,Lee S.Impact of Service Error Type on Negative Emotion and Negative Consumer Response[J].Total Quality Management&Business Excellence,2017(1):1-22.
[22]MA.Iniesta,Manuel Sánchez.Retail-consumer Commitment and Market Segmentation[J].International Review of Retail Distribution&Consumer Research,2002,12(3):261-279.
[23]Iyer G,Soberman D.Markets for Product Modification Information[J].Marketing Science,2000,19(3):203-225.
[24]Wang Y,Kandampully J,Jia H.“Tailoring”Customization Services:Effects of Customization Mode and Consumer Regulatory Focus[J].Journal of Service Management,2013,24(1):82-104.
[25]Kim P H,Ferrin D L,Cooper C D,et al.Removing the Shadow of Suspicion:The Effects of Apology Versus Denial for Repairing Competence-Versus Integrity-Based Trust Violations[J].Social Science Electronic Publishing,2004,89(1):104-118.
[26]Hsuan Hsuan Ku,Chien Chih Kuo,Ching Luen Wu,et al.Communicating Green Marketing Appeals Effectively[J].Journal of Advertising,2012,41(4):41-50.
[27]Dumont G.Understanding Ethnographically Athletes'Perception and Experience of Sponsorship:the Case of Professional Rock-climbing[J].European Sport Management Quarterly,2016,16(4):525-542.
[28]Smith A K,Bolton R N,Wagner J.A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery[J].Journal of Marketing Research,1999,36(3):356-372.
[29]Somasundaram T N.Consumers Reaction to Product Failure:Impact of Product Involvement and Knowledge[J].Advances in Consumer Research,1993,20(1):215-218.
[30]Yeo J,Park J.Effects of Parent-Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions[J].Journal of Consumer Psychology,2006,16(3):272-282.
[31]Chien P M,Kelly S J,Weeks C S.Sport Scandal and Sponsorship Decisions:Team Identification Matters[J].Journal of Sport Management,2016,30(5):490-505.
[32]Peine K.,Heitmann M.and Herrmann A.Getting a Feel for Price Affect:A Conceptual Framework and Empirical Investigation of Consumers'Emotional Responses to Price Information[J].Psychology and Marketing,2009,26(1):39-66.
[33]Tucker L,Melewar T C.Corporate Reputation and Crisis Management:The Threat and Manageability of Anti-Corporatism[J].Corporate Reputation Review,2005,7(4):377-387.
[34]Lewicki R J,Mcallister D J,Bies R J.Trust and Distrust:New Relationships and Realities[J].Academy of Management Review,1998,23(3):438-458.
[35]Barnett M.,Jermier J.and Lafferty B.CorporateReputation:The Definitional Landscape[J].Corporate Reputation Review,2006,9(1):26-38.
[36]Aiken D,Sukhdial A,Kahle L,et al.Linking Fan Values and Sponsorship Effectiveness:The Case of Old School Values[J].Sport Marketing Quarterly,2015,24(3):546-560.
[37]Tomlinson E C,Mryer R C.TheRole of Causal Attribution Dimensions in Trust Repair[J].Academy of Management Review,2009,34(1):85-104.
[38]Xie Y,Peng S.How toRepair Customer Trust after Negative Publicity:The Roles of Competence,Integrity,Benevolence and Forgiveness[J].Psychology and Marketing,2009,26(7):572-589.
[39]Vassilikopoulou A,Siomkos G and Chatzipanagiotou K.et al.Product-harm Crisis Management:Time Heals All Wounds?[J].Journal of Retailing and Consumer Services,2009,16(3):174-180.
[40]Chien P M,Kelly S J,Weeks C S.Sport Scandal and Sponsorship Decisions:Team Identification Matters.[J].Journal of Sport Management,2016,30(5):490-505.
[41]Vassilikopoulou,A.,et al.,The Role of Consumer Ethical Beliefs in Product-harm Crises[J].Journal of Consumer Behaviour,2011,10(5):279-289.
[42]Yeung R.M.W.and Morris J.Food Safety Risk:Consumer Perception and Purchase Behaviour[J].British Food Journal,2001,103(3):170-187.
[43]Boyd B.K.,Bergh D.D.and Ketchen Jr D.J.Reconsidering the Reputation—Performance Relationship:A Resource-based View[J].Journal of management,2010,36(3):588-609.
[44]Zdravkovic S,Magnusson P,Stanley S M.Dimensions of Fit between a Brand and a Social Cause and Their Influence on Attitudes[J].International Journal of Research in Marketing,2010,27(2):151-160.
[45]Lee R,Mazodier M.The Roles of Consumer Ethnocentrism,Animosity,and Cosmopolitanism in Sponsorship Effects[J].European Journal of Marketing,2015,49(5/6):919-942.
[46]Aggarwal P.The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior[J].Journal of Consumer Research,2004,31(1):87-101.
[47]Walsh,G.and S.E.Beatty,Measuring customer satisfaction:fact and artifact[J].Journal of the Academy of Marketing Science,1992,20(1):61.
[48]Schwaiger M,Raithel S.Reputationand Unternehmenserfolg[J].Management Review Quarterly,2014,64(4):225-259.
[49]Pu P,Chen L.Trust-inspiring Explanation Interfaces for Recommender Systems[J].Knowledge-Based Systems,2007,20(6):542-556.
[50]Roehm M L,Tybout A M.When Will a Brand Scandal Spill Over,and How Should CompetitorsRespond?[J].Journal of Marketing Research,2006,43(3):366-373.
[51]Pitt L F,Watson R T,Berthon P,et al.The Penguin's Window:Corporate Brands from an Open-source Perspective[J].Journal of the Academy of Marketing Science,2006,34(2):115-127.
[52]Sung Y,Kim J.Effects of Brand Personality on Brand Trust and Brand Affect[J].Psychology&Marketing,2010,27(7):639-661.
[53]王虹,杨洋,张永韬.赞助匹配对赛事品牌评价的影响——品牌关系规范的调节作用[J].上海体育学院学报,2016,40(2):74-77.