产品伤害危机中品牌资产对归因的影响研究
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摘要
产品伤害危机事件的频繁爆发及其造成的巨大威胁,向学术界提出加强产品伤害危机相关领域的理论研究,以指导企业正确应对产品伤害危机的现实要求。在这个主题的已有研究中,目前尚无学者研究在产品伤害危机中品牌资产对归因的影响。本研究基于心理学中“期望破坏理论”来探讨品牌资产对归因产生影响的消费者心理机制,并创新性地引入口碑方向作为调节变量,探索产品伤害危机中品牌资产对归因产生影响的边界条件。
本研究主要采用理论分析与实证研究相结合的方法,借鉴消费者行为研究中的心理学实验法,在文献研究和预测试的基础上构造实验材料——虚拟产品的介绍材料和产品伤害危机的报道,通过组间实验设计测量不同处理的产品伤害危机中品牌资产对归因影响的差异。
研究结果显示：(1)产品伤害危机中品牌资产对危机归因三维度：发生源、稳定性和可控性均有显著影响影响,并发现高品牌资产加剧了产品伤害危机对消费者归因的负面影响。(2)产品伤害危机中品牌资产对归因的影响受到口碑方向的调节：口碑为正向时,品牌资产能够在一定程度上抵御产品伤害危机对消费者归因的负面影响;口碑为负向和中立时,品牌资产加剧了产品伤害危机对消费者归因的负面影响。
Because of the frequent outbreak and the enormous threat of product harm crisis, theoretical research on product harm crisis is required to guide the company in product harm crisis. The impact of brand equity on attribution during a product harm crisis has not been studied in the past research in subject of product harm crisis. In this study, the impact of brand equity on attribution during a product harm crisis is studied, based on the expectation-disconfirmation theory. The innovation of this research is to gain insight into the valence of Word-of-Mouth as a moderator variable to explore the boundary conditions of impact of brand equity on attribution during a product harm crisis.
The study combines theoretical analysis with empirical research. This study uses the psychology experimental method in consumer behavior research. All of experimental materials (the virtual product introduction materials and product harm crisis press releases) used in the experiments are constructed through the pilot test and literature research. Then the study measures the impact on attribution during a product harm crisis in different brand equity and valence of Word-of-Mouth situations through between-subject experimental design.
The results of the experiment lead to several findings, including:(1)The brand equity has a significant impact on three degrees of attribution, including:Locus, Stability, Control. We also find that brand equity has exacerbating effect on attribution during a product harm crisis.
The valence of Word-of-Mouth moderates the effect of brand equity on attribution during a product harm crisis. When it is positive, brand equity resists negative impact on attribution during a product harm crisis. While it is negative and neutrality, brand equity exacerbates the negative impact on attribution during a product harm crisis.
本研究主要采用理论分析与实证研究相结合的方法,借鉴消费者行为研究中的心理学实验法,在文献研究和预测试的基础上构造实验材料——虚拟产品的介绍材料和产品伤害危机的报道,通过组间实验设计测量不同处理的产品伤害危机中品牌资产对归因影响的差异。
研究结果显示：(1)产品伤害危机中品牌资产对危机归因三维度：发生源、稳定性和可控性均有显著影响影响,并发现高品牌资产加剧了产品伤害危机对消费者归因的负面影响。(2)产品伤害危机中品牌资产对归因的影响受到口碑方向的调节：口碑为正向时,品牌资产能够在一定程度上抵御产品伤害危机对消费者归因的负面影响;口碑为负向和中立时,品牌资产加剧了产品伤害危机对消费者归因的负面影响。
Because of the frequent outbreak and the enormous threat of product harm crisis, theoretical research on product harm crisis is required to guide the company in product harm crisis. The impact of brand equity on attribution during a product harm crisis has not been studied in the past research in subject of product harm crisis. In this study, the impact of brand equity on attribution during a product harm crisis is studied, based on the expectation-disconfirmation theory. The innovation of this research is to gain insight into the valence of Word-of-Mouth as a moderator variable to explore the boundary conditions of impact of brand equity on attribution during a product harm crisis.
The study combines theoretical analysis with empirical research. This study uses the psychology experimental method in consumer behavior research. All of experimental materials (the virtual product introduction materials and product harm crisis press releases) used in the experiments are constructed through the pilot test and literature research. Then the study measures the impact on attribution during a product harm crisis in different brand equity and valence of Word-of-Mouth situations through between-subject experimental design.
The results of the experiment lead to several findings, including:(1)The brand equity has a significant impact on three degrees of attribution, including:Locus, Stability, Control. We also find that brand equity has exacerbating effect on attribution during a product harm crisis.
The valence of Word-of-Mouth moderates the effect of brand equity on attribution during a product harm crisis. When it is positive, brand equity resists negative impact on attribution during a product harm crisis. While it is negative and neutrality, brand equity exacerbates the negative impact on attribution during a product harm crisis.
引文
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[3]Keller, Lane Kevin. Conceptualizing, measuring, and managing customer-based brand equity [J]. Journal of Marketing,1993,57(1):1-22.
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[5]Folkes, Consumer reactions to product failure:An attributional approach [J]. Journal of Consumer Research,1984(10-4),398-409.
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[7]Klein, Jill, and Niraj Dawar. Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis[J]. International Journal of Research in Marketing,2004,21 (3):203-217.
[8]Folkes.V. Recent attribution research in consumer behavior:A review and new directions [J]. Journal of Consumer Research,1988(4),534-539.
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[10]Weiner. An attribution theory of motivation and emotion[M]. New York, Springer Verlage,1986:3-15.
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[13]Kaikati, Jack. The product liability crisis:perspective and proposals[J]. Journal of Small Business Management,1978(16):46-55.
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[15]Ting-Heng Chu, Che-Chun Lin, Prather, Larry. An extension of security price reactions around product recall announcements[J]. Quarterly Journal of Business & Economics,2005(44-3):33-48.
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[17]Jorgensen, Brian K. Components of consumer reaction to company-related mishaps:A structural equation model approach[J].Advances in Consumer Research,1996,23:346-351.
[18]Ahluwalia, Rohini, Robert E Burnkrant, and H Rao Unnava. Consumer response to negative publicity: The moderating role of commitment[J]. Journal of Marketing Research,2000,37(5):203-214.
[19]Ahluwalia, Rohini. Examination of psychological processes underlying resistance to persuasion[J]. Journal of Consumer Research,2000,27(2):217-232.
[20]Ahluwalia, Rohini. How prevalent is the negativity effect in consumer environments? [J]. Journal of Consumer Research,2002,29(9):270-280.
[21]Niraj Dawar, and Madan M Pillutla. Impact of product-harm crises on brand equity:The moderating role of consumer expectations[J]. Journal of Marketing Research,2000,37(5):215-226.
[22]Einwiller, Sabine, Alexander Fedorikhin, Allson R Johnson, and Michael A Kamins. Enough is enough! When identification no longer prevents negative corporate associations[J]. Academy of Marketing Science Journal,2006,34(2):185-193.
[23]Pullig, Chiris, Richard G Netemeyer, and Abhijit Biswas. Attitude basis, certainty, and challenge alignment:A case of negative brand publicity[J]. Academy of Marketing Science Journal,2006,34(4): 528-542.
[24]Laufer, Daniel, and Timothy Coombs. How should a company respond to a product harm crisis? The role of corporate reputation andconsumer-based cues[J]. Business Horizons,2006,49(5):379-385.
[25]Lei, Jing, Niraj Dawar, and Jos Lemmink. The impact of information characteristics on negative spillover effects in brand portfolios [J]. Advances in Consumer Research,2006,33:324-325.
[26]Lei, Jing, Niraj Dawar, and Jos Lemmink. Negative spillover in brand portfolios:Exploring the antecedents of asymmetric effects[J]. Journal of Marketing,2008,72(5):111-123.
[27]Dahlen, Micael, and Fredrik Lange. A disaster is contagious:How a brand in crisis affects other brand? [J]. Journal of AdvertisingResearch,2006,46(12):388-396.
[28]Roehm, Michelle L, and Alice M Tybout. When will a brand scandal spillover, and how should competitors respond? [J]. Journal of Marketing Research,2006,53(8):366-373.
[29]Barwise, Patrick. Brand Equity:Snark or Boojum? [J]. International Journal of Research in Marketing, 1993, (10):93-104
[30]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报(社会科学版).2000,40(4):17-22.
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[32]范秀成.品牌权益及其测评体系分析[J].南开管理评论,2000,(1):9-15.
[33]Stobart, Alternative Methods for Brand Valuation[M]. in J. Murphy (ed.) Brand Valuation:Establishing a True and Fair View, London:the Interbrand Group.1989:135-145.
[34]Simon, C. J. and M. W. Sullivan. The Measurement and Determinant of Brand Equity:A Finaneial Approach[M]. Marketing Science, Winter,1993:1-13.
[35]Smith, DC, park C.W. The Effects of Brand Extensions on Market Share and Advertising[J]. Journal of Marketing Research.1992:21-27.
[36]Tauber. Brand Lever age:Strategy for Growth in a Cost Control World[J]. Jounal of Advertising Research, August/September:26-30.
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