企业家违情与违法行为对品牌形象的影响  

The Effect of Entrepreneurs' Feeling-hurting and their Law-violating Behaviors on the Brand Image

作　　者：黄静[1] 王新刚[1] 张司飞[1] 周南[2,1] 

机构地区：[1]武汉大学经济与管理学院 [2]香港城市大学商学院

出　　处：《管理世界》2010年第5期96-107,共12页Journal of Management World

基　　金：国家自然科学基金(项目号:70772045);香港研究资助局基金(项目号:CityU150709/9041466);香港城市大学研究基金(项目号:7002350)

摘　　要：本文从本土消费者感知视角研究企业家负面行为对企业品牌形象的影响,结合本土文化特征,将企业家负面行为划分为:违情行为和违法行为。运用准实验的方法,检验了企业家负面行为在不同情境下对企业家形象和企业品牌形象的影响。结果发现本土消费者按照"情—理—法"和做人做事的标准来衡量企业家的行为:相对于企业家违法行为来说,当企业家出现违情行为时,消费者对企业家形象会产生更差的评价。相对于企业家—企业品牌关联度较低的情况,当企业家—企业品牌关联度较高时,企业家形象评价对企业品牌形象评价的正向影响会显著的提高。In this article,we have,from the perspective of the local consumers' perception,studied the effect of entrepreneurs' negative behaviors on the brand images of their corporation.Based on the characteristics of the local culture,we have divided entrepreneurs' negative behaviors into feeling-hurting behavior and law-violating behavior.Employing the method of a quasi-experiment,we have examined the effect,under different conditions,of entrepreneurs' negative behavior on entrepreneurs' images and the images of the enterprise brands.The results have shown that the local consumers have weighed the enterprisers' behaviors according to feelings,reasons and laws,and that,consumers will evaluate enterprisers' images more lowly when enterprisers hurt consumers' feelings than they violate the law.The positive impact of the assessment of enterprisers images on the evaluation of the images of enterprise brands will enhance conspicuously when the correlation between enterprisers and their enterprise brands is close than when this correlation is loose.

关 键 词：情-理-法违情行为 违法行为 企业家形象企业品牌形象 

分 类 号：F272.91[经济管理—企业管理] F273.2[经济管理—国民经济]