道德关联品牌负面曝光事件溢出效应实证研究——事件类型与认知需求的交互作用  

An Empirical Study of the Spillover Effect of Immorality Brand Publicity: The Interaction of Event Type and Need for Cognition

作　　者：庄爱玲[1] 余伟萍[1] 

机构地区：[1]四川大学工商管理学院,四川成都610064

出　　处：《商业经济与管理》2011年第10期60-67,共8页Journal of Business Economics

基　　金：教育部人文社会科学研究规划基金项目(09YJA630105);四川省哲学社会科学规划研究项目(SC10B044)

摘　　要：文章研究界定了产品性能型、公司道德型和道德引致产品性能型三类品牌负面曝光事件,引入消费者认知需求,运用自然实验法研究道德关联的两类品牌负面曝光事件对品类和竞争品牌溢出效应的差异性。研究结果显示对低认知需求者,道德引致产品性能型负面曝光事件对品类态度和竞争品牌购买意愿的负面溢出效应强于公司道德型事件;对高认知需求者,两类事件溢出效应没有显著差异;道德引致产品性能型负面曝光事件对低认知需求者品类和竞争品牌评价的影响大于高认知需求者,而公司道德型负面事件溢出对不同认知需求水平消费者的影响无显著差异。Three types of negative brand publicity-product performance accident,corporate immorality,and morality-related performance failure—are defined.Need for cognition is introduced as a moderate variable to study the different spillover effect between the two types of immorality brand publicity.Findings of natural experiment show： for low NFC subjects,the spillover effect of morality-related performance failure on product category attitude and purchase intent of competing brand is stronger than corporate immorality events;but for high NFC subjects,there is no significant difference.And morality-related performance failure events have a greater effect on product category attitude and purchase intent of competing brand of low NFC subjects than on high NFC subjects;but no significant difference in the spillover effect of the corporate immorality publicity is found between low and high NFC subjects.

关 键 词：品牌负面曝光事件 溢出效应 认知需求 品类态度 竞争品牌购买意愿 

分 类 号：F713.50[经济管理—市场营销]