基于品牌组合对产品负面信息逆向作用的研究  

The Research on the Reverse Role of Product's Negative Information Based on the Corporate Brand and Product Brand Portfolio

作　　者：叶柏青[1] 霍海江[1] 

机构地区：[1]辽宁工程技术大学工商管理学院,辽宁葫芦岛125105

出　　处：《华东经济管理》2011年第11期130-132,共3页East China Economic Management

摘　　要：现在很多企业从事多种产品的生产和销售,而产品种类之间又存在着地位差异。那么,产品负面信息对公司层的逆向作用究竟如何。旗舰产品的负面信息在产品之间的流通对非旗舰产品又会产生怎样的影响。文章通过实验分别从纵向(产品层—公司层)和横向(产品—产品)检验了产品负面信息的逆向作用。研究表明:公司评价受产品负面信息的显著影响;非旗舰产品的负面信息对旗舰产品也产生显著影响。Lots of enterprises produce variety of products, and there is difference in the status between product categories. Then, how does the reverse role of the product＇s negative information on the company layer？ How does the flagship product＇s negative information have effect on non-flagship product when it circulates between different products in the company？ This paper examines the reverse role of product＇s negative information through the experiments, which are from the vertical （Product lay- er-Corporate-layer） and horizontal （product-product） effects. Results show that company evaluation has been effected significantly by products＇ negative information; non-flagship product＇s negative information has a significant impact on flagship product.

关 键 词：公司品牌 产品品牌 负面信息 逆向作用 

分 类 号：F274[经济管理—企业管理]