副品牌伤害危机对主品牌评价影响研究——消费者负面情感的中介作用  

Spillover of Product Crisis from Subsidiary Brand to Main Brand Evaluation——The Mediation Role of Consumer Negative Emotion

作　　者：段桂敏[1,2] 余伟萍[1] 

机构地区：[1]四川大学工商管理学院,四川成都610064 [2]成都中医药大学管理学院,四川成都611137

出　　处：《华东经济管理》2012年第4期115-119,共5页East China Economic Management

基　　金：教育部人文社会科学研究规划基金项目"产品伤害危机对消费者品牌认知与品牌选择的影响机理研究"(09YJA630105);四川省哲学社会科学研究规划项目"社会责任履行对国有企业形象的影响研究"(SC10B044)

摘　　要：企业通过主副品牌战略进行品牌延伸,而产品伤害危机频发的今天,使企业享受主副品牌战略优势的同时,风险也急剧加大。本研究引入信息加工及情感迁移理论,运用准实验室法探究受害型、过失型、蓄意型副品牌伤害危机对主品牌的溢出影响:受害型副品牌伤害危机激发的消费者负面情感强度最低,主品牌评价变动最小;过失型、蓄意型副品牌伤害危机引发的负面情感强度以及主品牌评价变动没有显著性差异;副品牌伤害危机引发的消费者负面情感强度越高,消费者对主品牌评价负向变动越大。Enterprises implement brand extension through main-subsidiary strategy and gain advantage accordingly. However, as the product-harm crisis happens more frequently, some unexpected risks arise sharply. This research introduces information processing and emotional migration theory, using quasi laboratory method to study spillover of victim cluster, accidental cluster and preventable cluster crisis in subsidiary brand to main brand. The result shows that victim cluster arouses the lowest level of negative emotion and leads minimum change on parent brand evaluation. And negative emotional intensity and parent brand evaluation changes caused by accidental cluster and preventable cluster have no significant diffe.rence. Finally, the higher the negative emotional intensity of the consumer, the larger of parent brand evaluation negative changes.

关 键 词：产品伤害危机 主副品牌 溢出 消费者情感 

分 类 号：F274[经济管理—企业管理]