品牌负面曝光事件下焦点品牌和竞争品牌动态响应行为研究  

Dynamic Response Behavior of Focal Brand and Competitive Brands under Negative Brand Publicity

作　　者：余伟萍[1] 庄爱玲[2] 

机构地区：[1]四川大学工商管理学院 [2]成都大学经济管理学院

出　　处：《管理学报》2013年第9期1393-1398,共6页Chinese Journal of Management

基　　金：教育部人文社会科学研究规划基金资助项目(09YJA630105)

摘　　要：基于动态竞争的视角,通过案例研究法探析品牌负面曝光事件发生后焦点品牌和竞争品牌的响应行为特征和差异。研究发现:①与事件焦点品牌相似性最高或处于市场领导地位的主要竞争品牌的响应行为数量最多,响应速度最快;②市场占有率和品牌知名度处于中等偏上地位的次要竞争品牌对品牌负面曝光事件的响应行为最具多样性;③焦点品牌影响力越弱,市场细分越独特,负面曝光事件可能引起的竞争品牌响应行为越少。Through the introduction of dynamic competition theory, this study analyzes the varia- tion and characteristics of response behaviors of the focal brand and competitive brands under the neg- ative brand publicity. The results show that： 1） the competing brand with the highest similarity to fo- cal brand, or the leading brand in the industry has the most and fastest response; 2） the competing brand whose market share and brand awareness are in the second place always has the most diverse re- sponse; 3）when the influence of focal brand is weak and its market segmentation is unique, the a- mount of response behavior of competing brands will be very small.

关 键 词：品牌负面曝光事件 动态竞争 响应行为 焦点品牌 竞争品牌 

分 类 号：C93[经济管理—管理学]