品牌危机网络外溢机理的实验研究
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摘要
为了探究不同品牌危机如何影响网络外溢效应,检验了品牌实力(强势与弱势)和危机类型(诚信型与能力型)对竞争品牌网络外溢效应的影响及作用机制。研究表明,当品牌发生能力型危机时,相较于弱势品牌,强势品牌更易出现传染型网络外溢效应;当品牌发生诚信型危机时,相较于强势品牌,弱势品牌更易出现对比型网络外溢效应。面对强势品牌,消费者更易产生保护性动机。当品牌发生能力型危机时,保护性动机导致传染型网络外溢。面对弱势品牌,消费者更易产生准确性动机;当品牌发生诚信型危机时,准确性动机导致对比型网络外溢。
This study explores how the crisis of different agricultural brands impacts on the network spillover effects, and examines the influence of the brand types(strong and weak) and the brand crisis types(incompetence and immorality) on network spillover effects and their mechanisms. The results indicate that, when incompetence negative events occur, compared to the weak brand, the strong brand is more likely to have infectious network spillover effects. When the brand is in immorality crisis, compared to the strong brand, the weak brand is more likely to have comparative network spillover effects. Facing a strong brand of agricultural products, consumers have more protective motives. The protective motivation leads to infectious network spillover effects when incompetence negative events occur. When facing weak brands, consumers show up more accuracy motivations. Accuracy motivations lead to comparative network spillover effects when immorality negative events occur.
This study explores how the crisis of different agricultural brands impacts on the network spillover effects, and examines the influence of the brand types(strong and weak) and the brand crisis types(incompetence and immorality) on network spillover effects and their mechanisms. The results indicate that, when incompetence negative events occur, compared to the weak brand, the strong brand is more likely to have infectious network spillover effects. When the brand is in immorality crisis, compared to the strong brand, the weak brand is more likely to have comparative network spillover effects. Facing a strong brand of agricultural products, consumers have more protective motives. The protective motivation leads to infectious network spillover effects when incompetence negative events occur. When facing weak brands, consumers show up more accuracy motivations. Accuracy motivations lead to comparative network spillover effects when immorality negative events occur.
引文
[1] 青平, 张莹, 涂铭, 等. 农产品品牌危机对消费者负面信息传播影响的实验研究[J]. 中国农村经济, 2015(6):63-73.
[2] 青平, 李慧超, 江雪莹, 等. 产品伤害危机背景下消费者网络逆向传播行为机制研究——以农产品为例[J]. 农业经济问题, 2014,35(12):85-95.
[3] DAWAR N, PILLUTLA M M. Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations[J]. Journal of Marketing Research, 2000,37(2):215-226.
[4] 李婷婷, 李艳军. “好评返现”如何影响消费者在线评论?——双通道心理账户的中介作用[J]. 营销科学学报, 2016,12(1):133-152.
[5] 黄静, 彭志红, 熊小明. 企业家负面曝光事件对企业家形象的影响研究——应对策略及企业家形象特质的调节作用[J]. 营销科学学报, 2014,10(2):29-43.
[6] BORAH A, TELLIS G J. Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?[J]. Journal of Marketing Research, 2016,53(2):143-160.
[7] ROEHM M L, TYBOUT A M. When Will a Brand Scandal Spill over, and How Should Competitors Respond?[J]. Journal of Marketing Research, 2006,43(3):366-373.
[8] 王军, 青平, 李慧超. 产品伤害危机背景下竞争品牌间负面溢出的非对称效应研究[J]. 软科学, 2015,29(2):126-130.
[9] 田阳, 黄韫慧, 王海忠, 等. 品牌丑闻负面溢出效应的跨文化差异研究——基于自我建构视角[J]. 营销科学学报, 2013,9(2):290-298.
[10] FERRIN D L, KIM P H, COOPER C D, et al. Silence Speaks Volumes: The Effectiveness of Reticence in Comparison to Apology and Denial for Responding to Integrity- and Competence-Based Trust Violations[J]. Journal of Applied Psychology, 2007,92(4):893-908.
[11] VOTOLA N L, UNNAVA H R. Spillover of Negative Information on Brand Alliances[J]. Journal of Consumer Psychology, 2006,16(2):196-202.
[12] MIYAZAKI A D, GREWAL D, GOODSTEIN R C. The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency[J]. Journal of Consumer Research, 2005,32(1):146-153.
[13] PAGE C, HERR P M. An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments[J]. Journal of Consumer Psychology, 2002,12(2):133-147.
[14] CHEN R, HE F. Examination of Brand Knowledge, Perceived Risk and Consumers’ Intention to Adopt an Online Retailer[J]. Total Quality Management & Business Excellence, 2003,14(6):677-693.
[15] AHLUWALIA R. How Prevalent Is the Negativity Effect in Consumer Environments? [J]. Journal of Consumer Research, 2002,29(2):270-279.
[16] 王海忠, 田阳, 胡俊华. 品牌联合中的负面溢出效应——基于选择通达机制视角[J]. 营销科学学报, 2010,6(2):32-41.
[17] AHLUWALIA R, BURNKRANT R E, UNNAVA H R. Consumer Response to Negative Publicity: The Moderating Role of Commitment[J]. Journal of Marketing Research, 2000,37(2):203-214.
[18] CLEEREN K, VAN HEERDE H J, DEKIMPE M G. Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises[J]. Journal of Marketing, 2013,77(2):58-77.
[19] HE S, RUI H, WHINSTON A B. Social Media Strategies in Product-Harm Crises[J]. Information Systems Research, 2018,29(2):362-380.
[20] DITTO P H, SCEPANSKY J A, MUNRO G D, et al. Motivated Sensitivity to Preference-inconsistent Information[J]. Journal of Personality & Social Psychology, 1998,75(1):53-69.
[21] HUFFMAN C D, LOKEN B, WARD J. Knowledge and Context Effects on Typicality and Attitude Judgements[J]. Advances in Consumer Research, 1990,17(1):257-265.
[22] AHLUWALIA R. Examination of Psychological Processes Underlying Resistance to Persuasion[J]. Journal of Consumer Research, 2000,27(2):217-232.
[23] 王海忠, 江红艳, 江莹, 等. 品牌承诺和自我建构影响消费者对产品伤害危机的反应——归因理论视角[J]. 营销科学学报, 2010,6(1):24-40.
[24] BLESS H, MACKIE D M, SCHWARZ N. Mood Effects on Attitude Judgments: Independent Effects of Mood before and after Message Elaboration[J]. Journal of Personality & Social Psychology, 1992,63(4):585-595.
[25] FRIEDMAN R S, F?RSTER J. The Effects of Approach and Avoidance Motor Actions on the Elements of Creative Insight[J]. Journal of Personality & Social Psychology, 2000,79(4):477-492.
[26] GRéGOIRE Y, LAUFER D, TRIPP T M. A Comprehensive Model of Customer Direct and Indirect Revenge: Understanding the Effects of Perceived Greed and Customer Power[J]. Journal of the Academy of Marketing Science, 2010,38(6):738-758.
[27] 涂铭, 景奉杰, 汪兴东. 产品伤害危机中的负面情绪对消费者应对行为的影响研究[J]. 管理学报, 2013,10(12):1 823-1 832.
[28] 青平, 朱信凯, 李万君, 等. 产品伤害危机对竞争品牌的外溢效应分析——以农产品为例[J]. 中国农村经济, 2013(2):12-22.
[29] KIMANI A, ZEITHAML V. Advertising, Perceived Quality, and Brand Image[M]. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.
[30] HAYES A F. Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach[J]. Journal of Educational Measurement, 2013,51(3):335-337.
[2] 青平, 李慧超, 江雪莹, 等. 产品伤害危机背景下消费者网络逆向传播行为机制研究——以农产品为例[J]. 农业经济问题, 2014,35(12):85-95.
[3] DAWAR N, PILLUTLA M M. Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations[J]. Journal of Marketing Research, 2000,37(2):215-226.
[4] 李婷婷, 李艳军. “好评返现”如何影响消费者在线评论?——双通道心理账户的中介作用[J]. 营销科学学报, 2016,12(1):133-152.
[5] 黄静, 彭志红, 熊小明. 企业家负面曝光事件对企业家形象的影响研究——应对策略及企业家形象特质的调节作用[J]. 营销科学学报, 2014,10(2):29-43.
[6] BORAH A, TELLIS G J. Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?[J]. Journal of Marketing Research, 2016,53(2):143-160.
[7] ROEHM M L, TYBOUT A M. When Will a Brand Scandal Spill over, and How Should Competitors Respond?[J]. Journal of Marketing Research, 2006,43(3):366-373.
[8] 王军, 青平, 李慧超. 产品伤害危机背景下竞争品牌间负面溢出的非对称效应研究[J]. 软科学, 2015,29(2):126-130.
[9] 田阳, 黄韫慧, 王海忠, 等. 品牌丑闻负面溢出效应的跨文化差异研究——基于自我建构视角[J]. 营销科学学报, 2013,9(2):290-298.
[10] FERRIN D L, KIM P H, COOPER C D, et al. Silence Speaks Volumes: The Effectiveness of Reticence in Comparison to Apology and Denial for Responding to Integrity- and Competence-Based Trust Violations[J]. Journal of Applied Psychology, 2007,92(4):893-908.
[11] VOTOLA N L, UNNAVA H R. Spillover of Negative Information on Brand Alliances[J]. Journal of Consumer Psychology, 2006,16(2):196-202.
[12] MIYAZAKI A D, GREWAL D, GOODSTEIN R C. The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency[J]. Journal of Consumer Research, 2005,32(1):146-153.
[13] PAGE C, HERR P M. An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments[J]. Journal of Consumer Psychology, 2002,12(2):133-147.
[14] CHEN R, HE F. Examination of Brand Knowledge, Perceived Risk and Consumers’ Intention to Adopt an Online Retailer[J]. Total Quality Management & Business Excellence, 2003,14(6):677-693.
[15] AHLUWALIA R. How Prevalent Is the Negativity Effect in Consumer Environments? [J]. Journal of Consumer Research, 2002,29(2):270-279.
[16] 王海忠, 田阳, 胡俊华. 品牌联合中的负面溢出效应——基于选择通达机制视角[J]. 营销科学学报, 2010,6(2):32-41.
[17] AHLUWALIA R, BURNKRANT R E, UNNAVA H R. Consumer Response to Negative Publicity: The Moderating Role of Commitment[J]. Journal of Marketing Research, 2000,37(2):203-214.
[18] CLEEREN K, VAN HEERDE H J, DEKIMPE M G. Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises[J]. Journal of Marketing, 2013,77(2):58-77.
[19] HE S, RUI H, WHINSTON A B. Social Media Strategies in Product-Harm Crises[J]. Information Systems Research, 2018,29(2):362-380.
[20] DITTO P H, SCEPANSKY J A, MUNRO G D, et al. Motivated Sensitivity to Preference-inconsistent Information[J]. Journal of Personality & Social Psychology, 1998,75(1):53-69.
[21] HUFFMAN C D, LOKEN B, WARD J. Knowledge and Context Effects on Typicality and Attitude Judgements[J]. Advances in Consumer Research, 1990,17(1):257-265.
[22] AHLUWALIA R. Examination of Psychological Processes Underlying Resistance to Persuasion[J]. Journal of Consumer Research, 2000,27(2):217-232.
[23] 王海忠, 江红艳, 江莹, 等. 品牌承诺和自我建构影响消费者对产品伤害危机的反应——归因理论视角[J]. 营销科学学报, 2010,6(1):24-40.
[24] BLESS H, MACKIE D M, SCHWARZ N. Mood Effects on Attitude Judgments: Independent Effects of Mood before and after Message Elaboration[J]. Journal of Personality & Social Psychology, 1992,63(4):585-595.
[25] FRIEDMAN R S, F?RSTER J. The Effects of Approach and Avoidance Motor Actions on the Elements of Creative Insight[J]. Journal of Personality & Social Psychology, 2000,79(4):477-492.
[26] GRéGOIRE Y, LAUFER D, TRIPP T M. A Comprehensive Model of Customer Direct and Indirect Revenge: Understanding the Effects of Perceived Greed and Customer Power[J]. Journal of the Academy of Marketing Science, 2010,38(6):738-758.
[27] 涂铭, 景奉杰, 汪兴东. 产品伤害危机中的负面情绪对消费者应对行为的影响研究[J]. 管理学报, 2013,10(12):1 823-1 832.
[28] 青平, 朱信凯, 李万君, 等. 产品伤害危机对竞争品牌的外溢效应分析——以农产品为例[J]. 中国农村经济, 2013(2):12-22.
[29] KIMANI A, ZEITHAML V. Advertising, Perceived Quality, and Brand Image[M]. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.
[30] HAYES A F. Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach[J]. Journal of Educational Measurement, 2013,51(3):335-337.